mediakit laboratorium magazine

MEDIA KIT 2016

www.laboratorium-magazine.nl/advertise

Laboratorium Magazine 2016 Media Kit2

3Laboratorium Magazine 2016 Media Kit

R E A C H

25,000 RELEVANT READERS

Laboratorium Magazine’s platforms are aimed at the entire bandwidth of

the laboratory industry, from suppliers to end users. The focus is on people

in key and leadership positions. Targeted readers work for companies and

departments varying in size from less than five to thousands of employees,

with the main emphasis on the 10-50 employee range. Nearly all readers are

decision-makers in purchasing or policy. The average reader is 39 years old

and holds an academic degree.

CIRCULATION

8,350C O P I E S

21%

60%

15%

2%

Bsc

Voc Ed

Other

MSc

NEWSLETTER

6,100RECIPIENTS

WEBSITE

3,400VISITORS/MO.

LINKEDIN

1,427MEMBERS

ONLINEUNIQUE REACH: 35,000 PROFESSIONALS A MONTH

SPECIAL EDITION

BENELUX INNOVATION

10.000X

SPECIAL FAIR EDITION

LABORAMA

10.000X

SPECIALE FAIR EDITION

WOTS 2016

12.500X


LABORATORIUM MAGAZINE’S PLATFORMSMAGAZINE FORMULA

Raboratorium Magazine is the only truly independent multi-

platform medium for the laboratory industry. Our editorial

mission is to inform and inspire our readers.

We offer a fascinating mix of theory and practice by showcasing

best practices, new developments and real-life features on lab

managers, research institutes, businesses and government.

Our easy-to-read expert profiles and background reports are

always accompanied by eye-catching images.

MAGAZINE, NEWSLETTER, WEBSITE

Laboratorium Magazine is published 9 times annually. LabUpdate,

our digital newsletter, is distributed 10 times annually. News

and current affairs are published on our website. To enhance

our online presence, we manage a highly active LinkedIn group.

TARGET GROUP

Heads of departments or units, staff, researchers, HR staff,

training and education coordinators in the laboratory industry,

as well as students and teachers at all levels of laboratory

schools and universities, suppliers of laboratory equipment, auto-

mation and other lab-related products. In the content we generate,

the following types of laboratories are regularly addressed:

food and beverages labs, hospital labs (clinical-chemical

and hematological labs) and blood banks, biotechnological

labs, pharmaceutical labs, chemical and petrochemical labs,

agricultural monitoring labs, teaching labs at schools and

universities, contract labs, R&D labs, industrial labs, materials

labs, water labs, environmental labs, energy labs, electrotech-

nical and engineering labs, physics labs, testing labs, quality

control labs.

MAGAZINE

WEBSITE

NEWSLETTER

TRADE SHOWS

BENELUX INNOVATION

SOCIAL MEDIA

PARTNERSHIPS

PLATFORM

CUSTOMIZATION

PRODUCTION


MAGAZINE

Laboratorium Magazine is an independent trade journal for everyone

in the laboratory industry, from suppliers to end users. The magazine

is a source of inspiration for innovation and modern lab manage-

ment. We keep readers informed, supplying news updates, trends,

market data and features on the latest instruments and technologies.

‘How to’ articles suggest ways to sharpen your people management

skills and improve lab processes. Interviews, background stories and

(company) reports offer readers a chance to broaden and deepen

their knowledge.

Laboratorium Magazine helps lab personnel and their managers re-

flect on their work. This enables readers to define their own market

position and the strengths of the company they work for so they can

roll out a strategy of excellence, either for themselves or their lab.

The magazine highlights state-of-the art developments and provi-

des industry overviews, a peek behind the scenes at other labs and

no-nonsense management features. Solid trade information, richly

illustrated with top-notch infographics and on-site photos.

Laboratorium Magazine also offers lighter reading, such as interviews

and feature articles that lab employees and managers can identify

with. This gives readers a sense of community which encourages

them to look beyond the borders of their own specific field. The result

is cross-pollination between the many branches of the laboratory in-

dustry, which stimulates laboratories to consider innovations that can

improve efficiency and overall quality.

THE NO. 1 INDEPENDENT TRADE JOURNAL FOR THE LABORATORY INDUSTRY

AD LAYOUT SERVICES OUT OF TIME OR IDEAS? OUR PR DEPARTMENT CAN DESIGN YOUR PRINT AD. CONTACT US TO DISCUSS THE OPTIONS AND OUR REASONABLE RATES.


THE POWER OF PRINT

ENGAGEMENT

Magazines continue to score

higher than TV or the internet

in “ad receptivity”. Readers

spend more time looking at

magazine ads and are more

engaged with them.

TRUST

Consumers trust and believe trade journals

— and embrace advertising as a part of

the brand experience. In fact, studies show

that ads in magazines rank higher in trust

than ads on TV, radio or online.

ACTION

Trade journals are motivating.

More than 60% of print

magazine readers took action

as a result of a magazine ad.

VALUED CONTENT

Readers have a positive attitude

toward advertising in trade journals

and believe the ads provide useful

information.

INDUSTRY GUIDELaboratorium Magazine’s industry guide is a popular over-view of suppliers and service providers for the Dutch and Belgian laboratory industry. You too can have your company listed in this guide. Your listing will display your company logo in full color, the company name and address, and a short description of the organization, its products and servi-ces. Being listed in this guide means you will reach 25,000 professionals on average. Your entry will appear both in our magazine and on our website.

JOB OPENINGSEvery job ad in our maga-zine is also published on the website at no additi-onal cost. In other words, you reach a much larger audience for the same amount of money.

EDITORIAL THEMESNr. 1: Laboratory Management. Work more efficiently using

‘lean’ methods, human resource management, knowledge management.

Nr. 2: Laborama 2016. A preview and an overview of innovations presented at Laborama, the Belgian laboratory trade fair (Brussels, 17-18 March 2016).

EXTRA: LABORAMA Trade Fair Magazine, this special and official trade fair edition is distributed together with Laboratorium Magazine and handed to all visitors at the fair grounds.

Nr. 3: Update Laboratory Software. Focus on Laboratory Informa-tion Management Systems, Lab Execution Systems and Electric Laboratory Notebooks. Plus an overview of all suppliers and their portfolios.

Nr. 4: Analytical instrumentation, what’s next? Improved, faster analysis, better performance and more sensitivity by next generation equipment. Plus green analytics: energy-efficient equipment, organic solvent-free technologies, energy reduction.

Nr. 5: Technologies for improved laboratory safety. Personal protection, safe procedures/protocols and protective gear, Plus corporate responsibility and the need to reach a higher

level of safety and safety awareness on the lab grounds. Nr. 6: WoTS 2016, A preview and an overview of innovations

presented at WoTS 2016, the Benelux laboratory trade fair (Utrecht, 4-7 October 2016).

EXTRA: WoTS Trade Fair Magazine, this special and offi-cial trade fair edition is distributed together with Laboratorium Magazine and handed to all visitors at the fair grounds.

Nr. 7: What’s new in medical labs? The latest developments in clinical chemistry, hematology, medical microbiology, point-of-care testing (POCT). Plus automation for higher throughput and faster turnaround time in hospitals.

Nr. 8: Life sciences. Cellular and biomolecular research, -omics technology, imaging, microscopic research for medical and phar-maceutical R&D, update life sciences campus market, liquid handling solutions and robotics.

Nr. 9: Frontrunner labs. Brief overview of leading Dutch and Belgian research institutes, incubators, successful spin-offs and pro-ducts. Home-grown innovations from Benelux lab businesses. EXTRA: Benelux Innovation. Special feature with testimonials from leading innovators in the lab supply chain in the Benelux.


Full Page Bleed Full Page Non-Bleed

1/1 Page Spread

1/2 Page Horizontal 1/2 Page Vertical

1/2 Page Spread

SOCIAL

Trade journals and social

media go hand-in-hand.

More than 6 in 10 readers

have shared magazine

content on social media.

INFLUENCE

Readers of trade

journals are among the

most influential people

in their organization.

SUSTAINED ATTENTION VALUE

A magazine stands out and keeps drawing

attention for a long time.

MULTI-PLATFORM

Trade journals also rank #1 in driving

consumers online. Trade journals are

pivotal in the media mix.

Source: MPA Media Factbook

PUBLICATION DATES & RATES

LABORATORY INDUSTRY GUIDE listing * € 1,195 per year (9 issues)

extra text ** € 250

* Logo, name & address; ** per 20 words

Full page

1/2 page

1/3 page

1/4 page

1/8 page

1x

€ 2,500

€ 1,600

€ 1,250

€ 900

€ 600

3x

€ 2,400

€ 1,500

€ 1,150

€ 800

€ 550

6x

€ 2,300

€ 1,400

€ 1,050

€ 700

€ 500

9x

€ 2,200

€ 1,300

€ 950

€ 650

€ 450

Rates for loose and bound-in inserts on request.

Issue

1

2

3

4

5

6

7

8

9

Publication Date

February 5

March 4

April 15

May 20

June 24

September 16

October 21

November 18

December 16

Materials Deadline

January 15

February 12

March 24

April 25

June 3

August 26

September 30

October 28

November 25

1/3 Page Horizontal 1/3 Page Vertical

1/4 Page 1/8 Page

8,350 PRIMARY READERS PASS-ALONG RATE 2.8X TOTAL READERSHIP 25,000

210 mm

297 mm

185 mm

270 mm

370 mm

133 mm

185 mm 90 mm

270 mm

370 mm

133 mm

64 mm

185 mm133 m

m

90 mm

64 mm

64 mm30 m

m

185 mm 185 mm

90 mm

58 mm

270 mm98 m

m


WEBSITE

Laboratorium-magazine.nl is our web portal for the laboratory industry.

Readers are kept up to date with the latest news and information on

innovative products, new legislation and (company) launches. Web

videos reveal new analysis techniques. The site also offers an expansive

industry guide and product advertising. Also on the website are a list of

relevant job openings and a calendar of scheduled events.

Laboratorium-magazine.nl offers lab personnel and managers news and

current events that are more up to date than the print version. The site

provides short bulletin-style news. Information on the site is briefly and

clearly worded so visitors can quickly find and digest relevant information.

Laboratorium-magazine.nl attracts 3,400* visitors per month, 1,500 of

whom are unique visitors who visit 3.9 pages on average. This makes

it The Netherlands’ and Belgiums most visited website by laboratory

industry professionals.

Do you supply products, services, advice or training for the laboratory

industry? If so, Laboratorium-magazine.nl is the best place to attract

new clients!

LABORATORIUM-MAGAZINE.NL

OVER 3,400 PAGE VIEWS 1,500 UNIQUE VISITORS 3.9 PAGE VIEWS PER VISITOR

* Google analytics


RATES

Ad type Monthly rate

Small banner (120X60 px) € 350

Full banner (270X60 px) € 500

Rectangle banner (270X225 px) € 750

Skyscraper banner (120X600 px) € 700

Video € 400

Advertorial € 300

Job advertisement € 495

Job ad inclusion in LabUpdate additional € 150

Listing on Events Calendar (‘Agenda’) € 95 / listing

Small banner

(120X60 px)

Full banner

(270X60 px)

Rectangle banner

(270X225 px)

Skyscraper banner

(120X600 px)

> Accountability: we can provide you with extensive and up-to-date reports

> ROI is immediately visible and hence transparent

> Direct conversion opportunities (e.g. downloading white papers)

BANNER LAYOUT SERVICES NEED AN ATTRACTIVE BANNER? OUR PR DEPARTMENT CAN DESIGN ONE FOR YOU. CONTACT US TO DISCUSS THE OPTIONS AND OUR REASONABLE RATES.

10

NEWSLETTER LABUPDATE

REACHING NEW AUDIENCES

LabUpdate, Laboratorium Magazine’s digital newsletter, is

distributed 10 times a year to 6,100 recipients. The newsletter

provides updates on the topics discussed in the latest and

upcoming editions of Laboratorium Magazine; it also offers news

and product innovations as well as information on trade shows,

training sessions, conferences and job openings.

LabUpdate allows you to expand your advertising reach, putting

you in direct contact with the inboxes of industry decision-makers.

MAXIMUM ATTENTION

You can also opt for a ‘dedicated’ newsletter, allowing you to gear

our newsletter to your company.

RATES

KEY DATESIssue

1

2

3

4

5

6

7

8

9

10

Distribution date

January 14

February 11

March 10

May 3

June 9

July 14

August 18

September 27

October 27

December 1

Advertorial

Full banner (564x96px)

Video

Link (agenda)

Job advertisement

Job ad inclusion in LabUpdate

Dedicated newsletter

€ 300

€ 600

€ 400

€ 295

€ 495

additional € 150

on request

Laboratorium Magazine 2016 Media Kit


BENELUX INNOVATION

Leading laboratory suppliers can show what they have to offer as

innovation partners in a special December supplement to Laboratorium

Magazine. This ‘Benelux Innovation’ edition, a commercial supplement

to the regular December issue of Laboratorium Magazine, will be distri-

buted to a representative group of subscribers. Offering a wide array of

company presentations, this supplement will be so attractive that

readers will want to keep it for future reference. The best laboratory

suppliers in the Benelux will want to take advantage of this chance to

show off their innovation capacity by giving readers a peek behind the

scenes. They can share their views on technological developments and

future trends, and explain how they use state-of-the-art lab solutions to

meet market demands. Richly-illustrated company presentations are a

unique opportunity for national and international laboratory suppliers in

the Benelux to raise their profile in the laboratory market.

SHARE YOUR VISION AS AN INNOVATION PARTNER

OPTIONS AND SPECIFICATIONS2 pages company presentation € 2.000> Approx. 2,000 words (incl. header and title)

> Photos (2-3)

> Logo and 5 lines (name, address)

> PDF of company presentation for own use (website, brochure etc.)

4 pages company presentation € 3.500> Approx. 4,000 words (incl. header and title)

> Photos (4-6)

> Logo and 5 lines (name, address)

> PDF of company presentation for own use (website, brochure etc.)


TRADE FAIRS

In 2016 Laboratorium Magazine will publish two trade fair magazines ordered by

trade fair organisations Laborama and FHI.

LABORAMA,

a preview of LABORAMA Expo (Brussels, March 18th and 19th) is a special bilingual

edition that will be published together with Laboratorium Magazine 2 in a circulation of

10.000 copies. This French-Dutch magazine will also be distributed among all visitors

at the fairgrounds. This official trade fair magazine is produced under responsibility of

Koggeschip Vakbladen, Publisher of Laboratorium Magazine.

WoTS,

a preview of WoTS 2016 (Utrecht, October 4th to 7th) is a special edition that will be

published together with Laboratorium Magazine 6 in a circulation of 12.500 copies. This

magazine will also be distributed among all visitors at the fairgrounds. This official trade

fair magazine is produced under responsibility of Koggeschip Vakbladen, Publisher of

Laboratorium Magazine.

Information in both trade fair magazines includes:

- Visitor information, fairgrounds map and exhibitor list

- Seminar program, including interviews with speakers

- In-Depth information on thematic projects

- Highlights of the exhibition programme, such as special activities on the fairgrounds.

Trade fair magazines LABORAMA and WoTS are publicity platforms that boost visits to

exhibitor booths.

TRADE FAIR MAGAZINES 2016


SOCIAL MEDIA

Laboratorium Magazine has its own LinkedIn group with over 1,427

very active members. This is the place where lab professionals discuss

hot issues in the industry.

This is yet another opportunity for you to draw attention to your

activities. Suppose there is an event your company is participating

in. We can list the event on our calendar and even highlight it with

one or more articles, advertorials or ads. The promotional impact

can be enhanced by posts in our LinkedIn group. The same applies

to feature articles, company profiles and product news. Once

posted on LinkedIn, these can all generate interesting opinions

and debate.

INTERACT WITH YOUR TARGET MARKET

> Content marketing: Emphasize

your company’s role as a center of

knowledge or research. Reach your

target group and engage them in

active debate

> Trade journals and social media go

hand-in-hand. More than 6 in 10

readers share magazine content on

social media.

> Well-targeted, direct interaction with

precisely the right market


PARTNERSHIPS

LET’S TEAM UP TO REACH MOREDECISION-MAKERS

The possibilities are limitless, both in print and online. Each

platform has its own strengths. Get the best out of each platform

by creating your own mix. That’s how you ensure the whole is more

than a sum of its parts. And it’s a great way to substantially widen

your reach.

Let us help you draw up a publicity plan. Together, we can analyze

your options. These might include combining ads with features and

advertorials, generating extra attention via social media, making

use of our newsletter and online publications, or other strategies. In

other words: tailored services, summed up in a smart communication

strategy, targeted at a specific audience. That’s how you get the most

out of your advertising budget.

This is how we are redefining the traditional relationship between

publisher and advertisers. Let’s team up and work together in a new,

well-structured and effective way!

The following pages will outline how the various media platforms – print

and online – can reinforce each other.


ADVERTORIAL WRITING SERVICESWANT AN INSIGHTFUL ADVERTORIAL? OUR PR DEPARTMENT CAN WRITE ONE FOR YOU. CONTACT US TO DISCUSS THE OPTIONS AND OUR REASONABLE RATES.PRODUCTION

Your communications require a professional approach, both in terms

of content and layout. Obviously you are free to let your own PR

department or advertising agency deal with this, but you can also

enlist our help.

Here are some of the advantages of calling on us:

- Our expertise at developing concepts. Because your target

group is the same as our audience, we know exactly how to tailor

your communications to your target market.

- Professional layout. We can create a great looking ad, banner,

insert or other message in less than 24 hours. No more worries

about material requirements and extra costs, because there’s no

‘middle man’.

- Seasoned copywriters with specific knowledge of your industry.

They know the jargon and can write press releases and other

copy without needing you to explain everything in detail. A great

time and money saver!

- Need a translation? We provide excellent translations by native

English and German speakers with the necessary knowledge of

the industry.

- Professional photos. We have a large database of stock photos,

but our professional photographer is also available to take new

shots of your products either in a studio or on location.

- Want to include an insert? We can also handle the printing

process for you.

In other words, we can take the entire process, from idea to execu-

tion, out or your hands.

RATES

Even though we use professionals only and deliver speedy results, our

rates are highly competitive. Because every project is customized, we

cannot quote ‘standard’ rates. So please contact us to discuss your

requirements and we will quickly send you a tailor-made, fixed price

offer.

LET US DO THE WORK

> Don’t waste your valuable time

> Professional design at competitive rates

> All-in service, from idea to execution


MULTI-PLATFORM

EFFECTIVE MEDIA MIX

MAGAZINE

FOCUS FEATURE INDUSTRY GUIDE

> Ads

> Company/Product news

> Advertorials

> Loose inserts

> Bound-in inserts

> Gatefolds

> Features

> Industry Guide

> Event listing (Agenda)

> In magazine

> On website

> Available in full, online

> Banners

> Company testimonials

> Ads

> Extra distribution

BEURSEDITIE

BENELUX INNOVATION

FAIR EDITIONS

> Ads

> Company or product news

> Advertorials

> Articles


WEBSITE

LINKEDIN


> Banners

> Advertorials

> Focus feature

> Direct link to events

> Industry guide


> Banners

> Advertorials

> Focus feature

> Events

> Job ads

> Video

> Debate

> Features


> Events

NEWSLETTER


CUSTOMIZED SERVICES

As you can see, the Laboratorium Magazine platform offers you a

wealth of options.

To illustrate these options, we’d like to sketch a realistic hypothetical

example.

LET’S CREATE A COMMUNICATIONS PLAN

A contract laboratory has started using a robot platform supplied by RoboMan BV. This has tripled their throughput and

significantly increased their reproducibility. This lab now offers the best quality routine analyses in the market at the

lowest price. The platform’s payback period is only 18 months. This investment has helped the lab achieve double digit

annual growth. Because the platform is not yet widely known in the industry, RoboMan BV wants to start a publicity

campaign. The management team is keen to challenge the current market leader and decides to go with Laboratorium

Magazine to kickstart its media offensive using LM’s cross-media approach.


In cooperation with Laboratorium Magazine, RoboMan BV devises a communications strategy that includes the following:

> Using the special Benelux Innovation issue to air RoboMan’s views of the future of laboratory automation: huge, clumsy mechanical robots

will give way to super modular, flexible solutions. This will spark off a revolution in sample processing: flexibility at a very low cost.

> Feature articles on RoboMan’s product in the print edition of Laboratorium Magazine. The first article, to be published in the January-

Februari issue, describes the case study of the contract lab. The second article, planned for the Oktober issue, will focus on three smaller

labs that have used RoboMan’s robot platform to successfully automate their processes. A video is shot of the robot system in use at one

of the labs. This HD video is posted on RoboMan’s website and on Laboratorium Magazine’s news site.

> The LabUpdate newsletter will focus attention on both feature articles, and provide a link to the Laboratorium Magazine website, where

they can be downloaded free of charge.

> The LabUpdate announcement and the link to the robot system video will create additional reach.

> Two weeks after publication of the LM issue, each article will be downloadable from RoboMan’s own website as well. A (YouTube) link to

the video maximizes reach.

> The topic is posted on Laboratorium Magazine’s LinkedIn group and a thread is started about user experiences. All LinkedIn group

members receive a link to the PDF of the article. This creates a ‘buzz about the brand’.

> Ads and/or inserts in the magazine, on the website and in the newsletter maintain visibility and keep the robot platform on the radar.

Continuous media attention has spectacularly increased Roboman’s brand recognition in less than a year.

This example illustrates the power of Laboratorium Magazine’s

multi-platform medium. You too can make strategic use of our

strengths to position your products or services.

We’ll gladly help you select the best solution for the available

budget.

Call Erik ten Haaf at +31-20-691-6666 for an initial meeting.

Please contact:

Erik ten Haaf

phone: +31-20-691-6666

mobile: +31 (0)6-100-317-81

e-mail: [email protected]

WANT TO TEAM UP WITH LABORATORIUM MAGAZINE?

www.laboratorium-magazine.nl/advertise

Laboratorium Magazine is published by

WE’D LOVE TO HELP YOU

Koggeschip Vakbladen B.V. has taken the greatest possible care in compiling this media kit and in ensuring the information included

is accurate and up to date. Koggeschip Vakbladen B.V. is not responsible for changes and/or errors that may have occurred. Copyright

2013 Koggeschip Vakbladen B.V.