Magazine Profile · 3. Advertorial page (text, visuals, video) with a link from a trusted domain to client homepage to designer dictionary (if matching designers involved) to list

Magazine Profile Hamburg, August 2020

AWA 2020 AW Architektur & Wohnen

wins again significantly:

+ 70.000 readers in comparison

to the previous year

Update - AWA 2020

14.08.2020 2

Even more brand power, popularity and desirability!

380,000 enthusiastic AW readers in 2020

+ 70,000 new readers compared to last year

4th place among the top 10 AWA winners 2020

0,24

0,22

0,24

14.08.2020 3

Reach in mil.

0,38

AWA 2020 – Once again: AW is the leading magazine in Germany with highest reach

Source: Basisreichweiten AWA 2019/2020

14.08.2020 4

AWA 2020 - AW is strongest magazine in Germany – once again achieving high increase in reach

Change reach in mil. AWA 2020 vs. AWA 2019

- 0,02

+ 0,07

- 0,03

HÄUSER

AD

Atrium + 0,01

AW Architektur & Wohnen

Source: Basisreichweiten AWA 2019/2020

14.08.2020 5 Source: Basisreichweiten AWA 2019/2020

Reach

AWA 2019

310.000

380.000

AWA 2020

AWA 2020 – another high increase in reach AW Architektur & Wohnen is highly popular and desired for even more readers within the designoriented target gruop

6

28.986

29.342

36.677

59.046

Source: IVW Q II/2020

Total sales Q 2/2020

HÄUSER

AD

Atrium

no declaration Q II/2020 - H.O.M.E Germany

14.08.2020

AW is once again underlining its TOP position

in the segment of premium magazines

7 Source: IVW Q II/2020

Newsstand sales & subscription Q II/2020

14.08.2020

AW is once again underlining its TOP position

in the segment of premium magazines

5.382

21.795

24.306

28.928

AD

HÄUSER

Atrium

14.08.2020 8

AW – the leading magazine outperformed AD in sales – meaning higher relevance and desire within target group

Source: IVW Q II/2020

AD

100

119

AW Architektur & Wohnen

Index

Newsstand sales & subscription

Q II/2020

New editor-in-chief Dr. Thomas Garms, Head of Editorial and Editor-in-Chief

AW Architektur & Wohnen, together with Karen Hartwig,

heads the editorial board of Germany's leading interior

design magazine.

Dr. Thomas Garms wants to significantly strengthen the voice of

the creative: "Our lead magazine sees itself as a young, always

innovative classic. Supported by the Frankfurt design pope,

typographer and concept artist Peter Zizka (H/L/Z), we will

highlight the outstanding visual strengths of

AW Architektur & Wohnen."

Karen Hartwig adds, "AW Architecture and Residential

innovative and style-forming impulse generator for all those who

deal with building, living and furnishing in the public and private

sectors space and combines aesthetics and emotions intelligently

and creatively.

24.06.2020

The subject of home living is extremely emotional and

personal. The scope of topics is huge, ranging from the basic

human need for comfort and security, to the culture of living

together, to deep into the discussion today on changes taking

place in society.

Home living today is far more than a question of style. It is a

question of how life feels.

AW Architektur & Wohnen is the only multi-thematic and

internationally recognised lead magazine on architecture, design,

home living and garden planning that takes an emotional

approach rather than one of cold distance.

That's why AW Architektur & Wohnen is appreciated equally by

both its readers and industry professionals – and for premium

and luxury brands is excellently suited to develop the

German market.

AW Architektur & Wohnen More than 63 years' inspirational space

8/14/2020 10

The Award “AW-Designer of the Year” has been presented for 24 years and has

developed to become the most important and coveted design prize in the entire European

magazine scene.

AW-Signature ARTPIECE: The special will be designed and presented by the

AW-Designer of the Year. The distribution of the printed exhibition takes place in

the overall circulation of AW.

AW Awards - the most popular jury prizes in the magazine scene

Excellent, established, top-class.

In May 2012 AW nominated the “AW-Architect of the Year” for the first time.

Since then a prominent, international architect, (or architect’s office), who

attracts attention with outstanding buildings, is presented with the award.

Since 2019 the “AW-Architect of the year” is presented at the AEDES

Architecture Forum Berlin.

AW regularly portrays in great detail personalities who set styles in the architecture and design industry. It also discovers

young, up and coming artists. The editorial team awards the AW-Award each year to honour high-calibre achievements and

individuals. In this field AW enjoys an international reputation as an authority in the German-speaking world.

8/14/2020 11

AW presents among others

• Architects villas in Switzerland

• Alpine building in South Tyrol

• A French chalet in Auvergne-Rhône-Alpes

• Tiny alpine huts and tree houses

Also news and updates on

• Light & Lamps

• Fireplaces & stoves

• Carpets & young carpet designers

As well as an architectural inspiration trip to Norway, an architectural highlight

hotel for holidays without distraction and a journey to the Belgian gardens visiting

the unique botanical collection of the diamont dealer family De Belder

Plus AW Spezial 'Home textile & Fabric trends' - all info next page

subject to modifications

Living close to nature between Scandinavia and South Tyrolia.

AW issue topic # 06/2020

14.08.2020 12 Illustrations: Inspirations from AW 05/2020

AW Spezial „Home textile & fabric trends “ 06/2020 In new format and size as magazine insert in AW: 191 x 280 mm

*) AWA 2019 14.08.2020 13

Dates AW Spezial 06/2020:

Publication date: 04.11.2020

Booking/cancellation date: 23.09.2020

Copy deadline: 09.10.2020

Advertising rates:

Double Page € 16,400.-

Full Page € 8,200.-

Full Page IFC/OBC€ 10,200.-

AW Spezial is always monothematic and offers with its depth of information

a clear added value for readers and advertisers.

AW Spezial is published in the total circulation without reading circle with

AW 06/2020 (approx. 100,000 copies), format 191 x 280 mm.

We dive into the world of patterns, colours, fibres…

and give a first insight into the Interior Trends, Interior Designs and Interior

Textiles of 2021, show exciting textile innovations and span the bow over what will

be in vogue in the field of upholstery and decorative fabrics.

Since April 2020, AW has been doing without the film bag in a resource-saving

way - the AW Spezial is enclosed as an inner supplement, which is communicated

on the cover in a correspondingly eye-catching way.

AW Spezial-Price € 8,200.-

AW Architektur & Wohnen is the only multi-

thematic and internationally recognised lead

magazine on architecture, design, home living

and garden planning that takes an emotional

approach. The magazine stands for an

exquisite selection of topics in top journalistic

quality, for international trends and qualified

analysis. That's why AW Architektur & Wohnen

is appreciated equally by both its readers and

industry professionals.

AW is the premium title for design, home

living, architecture and garden in Germany.

AW Architektur & Wohnen presents its own

editorial awards and has itself been

commended several times in recent years. The

AW-Designer of the Year is the most sought

after and prestigious design award in the entire

European home interior scene.

This acknowledgement confirms the status of

AW as lead magazine.

14.08.2020

AW – more than 63 years of inspiration!

Source: AWA 2020; IVW II/2020; 2020 rates 14

Frequency

bi-monthly

Copyprice

€ 9,90

Ad rate 2020

1/1 4c € 21,700.00

Format

210 mm width

280 mm hight

Paid circulation

59.046 Exemplare

Reach

0,38 Mio

AW Architektur & Wohnen Readers

8/14/2020 15

Experience AW Architektur & Wohnen digital in a completely new way

Relaunch awmagazin.de –

Relaunch awmagazin.de

Curated service orientation for users:

• Designer Dictionary

• Encyclopedia of architects

• Brand dictionary

8/14/2020 16

Native advertising possibilities only instead of

programmatic advertising

New high-quality design in line with the

demands of the style-forming magazine

What‘s new?

The package includes:

1. Premium Banner on home page (run on site – 300.000

AIs/year guaranteed)

2. 6 Social Posts

3. Advertorial page (text, visuals, video) with a link from a trusted

domain

to client homepage

to designer dictionary (if matching designers involved)

to list of showrooms/retail partners

Running time (1.–3.): 12 months with quarterly reporting

3.a. Brand Advertorial (text, visuals, video) with a link from a

trusted domain

to client homepage



Remains minimum 2 years online – a permanent Integration

on website as editorial content is possible

Booking Rate: 13.800 €

17

Premium Banner

Media package BANNER The „Place to be“ for digital campaigns

It is based on the price lists 2020 and the general terms and conditions. Online sales are not

subject to discounts and are eligible for discounts, but are eligible for AE (exception: design costs). 8/14/2020


1. Native teaser within the editorial content on home page

2. 3 Social Posts


domain

to client homepage



Running time (1.–3.): 6 months in total

3 x 2 weeks top teaser


trusted domain

to client homepage





Booking Rate: 10.235,- €

18

Editorial Package big Our offer for digital storytelling




1. Native teaser within the editorial content on home page

2. 2 Social Posts


domain

to client homepage



Running time (1.–3.): 6 weeks in total (3 x 2 weeks)


trusted domain

to client homepage





Booking Rate: 6.900 €

19

Editorial Package small Our offer for your digital presence



awmagazin.de Key Facts

8/14/2020 20

Reach (p. month)*

Digital Touchpoints in total 400.000

35 - 44 years:

48 %

53 % 47 % Visits: 28.240

AIs: 206.580

PIs: 165.000

*Google Analytics June 2019 **Google Analytics April 2020

3.742 Subscriber

5.639 Follower

76,9k Follower

Head Office Germany + Austria

Contact: Dagmar Hansen

Senior Brand Manager / International Publisher

AW Architektur & Wohnen / ROBB REPORT GERMANY

JAHRESZEITEN VERLAG GmbH

Harvestehuder Weg 42

20149 Hamburg

phone: +49/40/2717 2030

e-mail: [email protected]

Switzerland & Liechtenstein

Contact: Eva Favre

Affinity-PrimeMEDIA Ltd

Case postale 20

Route de Mollie-Margot 1

1073 Savigny

phone: +41/21/781 08 50


Spain & Portugal

Contact: David Castelló

K.Media

Calle Santa Egracia, 18, Esc.4, 2 izq.

28010 Madrid

phone: +34/91/702 34 84


Great Britain & Ireland

Contact: Stefanie Stroh-Begg

Mercury Publicity Ltd.

99 Grays Inn Rd.

London WC1X8TY

phone: +44/20/7611 1900

e-mail: stefanie@mercury-

publicity.com

Scandinavia

Contact: Finn Greve Isdahl

International Media Sales

P.O. Box 44 Fantoft

5899 Bergen

phone: +47/55/ 92 51 92


Belgium, Netherlands & Luxembourg

Contact: Anita Rodwell

Mediawire International

Plein 1945 nr. 27

1251 MA, Laren

phone: +31/651/48 01 08


France & Monaco

Contact: Laurent Briggs

Affinity Media

7 rue de Bucarest

75008 Paris

T +33 1 53 89 50 00


Italy

Contact: Meike Belloni

Media & Service International Srl

Via Giotto, 32

20145 Milano

phone: +39/02/ 48 00 61 93


8/14/2020 21

Your local contact persons We look forward to talking to you...

Backup AW Architektur & Wohnen Readers – new AWA 2020

8/14/2020 22

AW Architektur & Wohnen convinces with 70,000 new enthusiastic

readers and is thus the absolute leader in the segment of upscale

design and living magazines.

With this significant increase of 22%, AW Architektur & Wohnen now

reaches a total of 380,000 readers, making it one of the Top 10 winners

of the AWA 2020 - further proof of brand power, popularity and

desirability in the target group.

AW Architektur & Wohnen picks up everyone who wants to live a

cultivated life. People who actively shape their living environment and

who are just as enthusiastic about an aesthetic product as they are

about an environment and future worth living in. What distinguishes

them is the desire for beautiful things.

The readers of AW Architektur & Wohnen have a high net household

income and financial leeway. They are full of purchase plans and

have a wide range of interests. They belong to the social upper class,

are cosmopolitan and luxury-oriented consumers. In AWA, AW

Architektur & Wohnen readers are mainly classified as Modern Home

& Interior buyers - the experts for high-quality living and furnishing.

14.08.2020 23

70,000 new readers are enthusiastic about AW! AW Architektur & Wohnen - the AWA winner 2020!

Quelle: AWA 2020

The premium magazine AW Architektur & Wohnen is aimed at both sexes. Most of AW’s 380,000 readers belong to the

advertising-relevant age group of 30- to 64-year-olds (77%).

unisex. accessible. print affinity.

Source: AWA 2020, Index: Total population = 100

Gender

Men

Women

Age

20-29

30-39

40-49

50-59

60-69

% Index

8/14/2020 24

131

140

88

130

62

97

103

19

26

13

19

8

49

51

AW readers have a very high net household income with it a generous financial leeway of € 1.000 or more per month to

spend (30%, Index 195). Besides 34% of them enjoy the highest socio-economic status (level 1) and regard their economic

position as very good (Index 297).

affluent. independent. financially strong.


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

8/14/2020 25

195

281

208

164

350

242

30

20

30

44

8

54

For AW 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.

brand-orientated. prosperous. quality-minded.


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

8/14/2020 26

190

202

301

729

254

234

39

43

32

45

40

29

AW 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 AW Architektur & Wohnen.

innovative. design-driven. exemplary.


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

8/14/2020 27

159

535

137

368

33

17

30

53

16

AW 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.

lovers of architecture. consumerist. interested.


Household already has:

Modern furniture designed by highly

regarded designers

Quality home textiles

Valuable cutlery and tableware

Valuable jewellery

Particularly interested in

Modern design

Modern architecture

% Index

921

8/14/2020 28

534

234

165

184

464

46

39

24

39

31

36

AW is aimed at professionals as well as at architecture enthusiasts. Within the last 50 years AW became internationally

recognised as a reliable source of reportings on architecture and as the most important opinion leader regarding style and

architecture in Germany.

established. elegant. engaged.


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

8/14/2020 29

266

284

274

10

27

46

35

Documents

Magazine Profile · 3. Advertorial page (text, visuals, video) with a link from a trusted domain to client homepage to designer dictionary (if matching designers involved) to list