magazine profileawa 2019 17.12.2020 2 awa 2020 –aw convinces & inspires sustainably source:...

Magazine ProfileHamburg,

December 2020

AWA 2020AW Architektur & Wohnen

wins again significantly:

+ 70.000 readers in comparison

to the previous year

AWA 2019

17.12.2020 2

AWA 2020 – AW convinces & inspires sustainably

Source: Basic coverage AWA 2018/2019/2020

°) AWA ranges 2020: AW 0,38, AD 0,24, Häuser 0,24, Atrium 0,22

Reach in Mio

AWA 2018

0,31

0,38

AWA 2020

0,24

With 380,000 readers, AW is THE LEADTITEL

in the competitive environment°

AW stands for reliable performance, popularity

and acceptance also in the reader market

06.10.20 3

Top marks rated by our readership!Current online-reader survey confirmed brand strength

Source: Online-reader survey as a part of an competition with AW 04/2020, period

Jul/Aug 2020 , n=1.100

Attractive AW readers

male & female 41+

41 – 60 years 54%

Very loyal AW readers

Already read 94%

Bought again 91%

AW selection of themes scored

Interior design 91%

Architecture 82%

Design trends 73%

Passionate AW readers

Selection of themes 90% very good/good

Inspiration 87% very good/good

Information content 83% very good/good

Style of writing 89% very good/good

New editor-in-chief

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

AW Architektur & Wohnen, heads up the editorial board of

Germany's leading interior design magazine together with

Karen Hartwig:

Dr. Thomas Garms wants to significantly strengthen the creative

of the magazine: "Our magazine is a young and always innovative

classic. Supported by the Frankfurt design guru, typographer and

concept artist Peter Zizka (H/L/Z), we will further build on the

exceptional visual strengths of AW Architektur & Wohnen."

Karen Hartwig adds, "AW Architektur & Wohnen is an innovative

and style-building impulse generator for everyone who deals with

building, living and furnishings in public and private spaces. It

intelligently and creatively combines aesthetics and emotions."

12/17/2020 4

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 & WohnenMore than 64 years' inspirational space

12/17/2020 5

Big anniversary 2021: The "AW-Designer of the Year" award, which has been presented

for 25 years, has become the most coveted and important design prize of the entire

magazine scene in Europe. AW Architektur & Wohnen presents this editorial award

to an outstanding, internationally renowned designer personality. The jury prize known as

the "Oscar" will be awarded in January - in 2021 with a big anniversary

"25-year AW designer of the year."

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.

12/17/2020 6

12/17/2020 7

Topics + Dates # 01-03/2021AW Architektur & Wohnen + AW Spezial

Magazine Res Issue PD AD CD Topic

AW Architektur & Wohnen Design 01/2021 04.01.2021 12.11.2020 01.12.2020 25 Years AW-Designer of the Year : Review & Outlook

AW Architektur & Wohnen Living 01/2021 04.01.2021 12.11.2020 01.12.2020 AW-topic of this issue - THE NEW START: HELLO FUTURE

AW Architektur & Wohnen Living 01/2021 04.01.2021 12.11.2020 01.12.2020 Cheeky, but please with style: Interiors free from conventions

AW Architektur & Wohnen Architecture 01/2021 04.01.2021 12.11.2020 01.12.2020The year after the break: Building 3.0. Architects and designers are setting signs for the future.

Plus buildings from the 3D printer

AW Architektur & Wohnen Design 01/2021 04.01.2021 12.11.2020 01.12.2020 Portrait of the AW-Designer of the year 2021

AW Architektur & Wohnen Spezial Design 01/2021 04.01.2021 26.10.2020 19.11.2020 Big anniversary edition: 25 years AW-Designer of the Year

AW Architektur & Wohnen Design 02/2021 02.03.2021 15.01.2021 02.02.2021 AW-topic of this issue: BELLA ITALIA

AW Architektur & Wohnen Living 02/2021 02.03.2021 15.01.2021 02.02.2021 The most beautiful interiors between the Alps and Sicily

AW Architektur & Wohnen Architecture 02/2021 02.03.2021 15.01.2021 02.02.2021 Building material glass: Insight. Perspective. Outlook

AW Architektur & Wohnen Design 02/2021 02.03.2021 15.0120.21 02.02.2021 Styleboard Kitchen Couture: stylish, chic, extraordinary

AW Architektur & Wohnen Design 02/2021 02.03.2021 15.01.2021 02.02.2021The design specialists: The triumph of Italien Style would be unthinkable without the know-how

and commitment of the numerous manufactories

AW Architektur & Wohnen Design 02/2021 02.03.2021 15.01.2021 02.02.2021 Out into the fresh air: The new outdoor furniture

AW Architektur & Wohnen Spezial Living 02/2021 02.03.2021 23.12.2020 21.01.2021 Hometextile- & Fabric-Trends

AW Architektur & Wohnen Living 03/2021 04.05.2021 16.03.2021 01.04.2021 AW-topic of this issue: HAPPINESS!

AW Architektur & Wohnen Living 03/2021 04.05.2021 16.03.2021 01.04.2021 Houses with happiness factor. How home lifts the spirits. Furnishing with emotions

AW Architektur & Wohnen Living 03/2021 04.05.2021 16.03.2021 01.04.2021 Tiny Kitchens

AW Architektur & Wohnen Architecture 03/2021 04.05.2021 16.03.2021 01.04.2021 Style-forming architecture from Japan

AW Architektur & Wohnen Design 03/2021 04.05.2021 16.03.2021 01.04.2021 Kaldewei Future Award by AW

AW Architektur & Wohnen Spezial Bath 03/2021 04.05.2021 26.02.2021 22.03.2021 Bathroom & Wellness + the best Bathroom Studio addresses in Germany

12/17/2020 8

Topics + Dates # 04-06/2021AW Architektur & Wohnen + AW Spezial

Magazin Res Issue PD AD CD Topic

AW Architektur & Wohnen Architecture 04/2021 01.07.2021 14.05.2021 02.06.2021 AW-topic of this issue: LIFE AT SEEING SITES!

AW Architektur & Wohnen Living 04/2021 01.07.2021 14.05.2021 02.06.2021Living where others spend their vacations. The house on the beach. The view on the mountain.

In harmony with nature

AW Architektur & Wohnen Living 04/2021 01.07.2021 14.05.2021 02.06.2021 AW-Architect of the Year

AW Architektur & Wohnen Architecture 04/2021 01.07.2021 14.05.2021 02.06.2021 New German Style. The young Germans take off. Five favorites for the trendsetters of tomorrow

AW Architektur & Wohnen Spezial Living 04/2021 01.07.2021 26.04.2021 20.05.2021 Home office & New work + the best adresses in Germany

AW Architektur & Wohnen Architecture 05/2021 01.09.2021 19.07.2021 04.08.2021 Niemeyer and his heirs. Where the concrete dances Samba

AW Architektur & Wohnen Living 05/2021 01.09.2021 19.07.2021 04.08.2021 Pillow talk. As you make your bed, so you sleep. The most beautiful beds for sweet dreams

AW Architektur & Wohnen Living 05/2021 01.09.2021 19.07.2021 04.08.2021 New carpets + floor coverings - samples, material, production

AW Architektur & Wohnen Spezial Kitchen 05/2021 01.09.2021 19.07.2021 04.08.2021 Kitchen trends + the best Kitchen-Studio adresses in Germany

AW Architektur & Wohnen Living 06/2021 02.11.2021 15.07.2021 23.07.2021 AW-Topic of this issue: THE ART OF LIVING

AW Architektur & Wohnen Living 06/2021 02.11.2021 16.09.2021 04.10.2021 How great art enriches the living space. Also: Exclusive insights into artists' apartments

AW Architektur & Wohnen Architecture 06/2021 02.11.2021 16.09.2021 04.10.2021 Cool East. Often misunderstood, here on a big stage: outstanding buildings in Eastern Europe

AW Architektur & Wohnen Architecture 06/2021 02.11.2021 16.09.2021 04.10.2021 Glass manufactories

AW Architektur & Wohnen Spezial Living 06/2021 02.11.2021 16.09.2021 04.10.2021 Sustainability (design, furniture, materials) + the best addresses in Germany

AW Architektur & Wohnen Spezial Design 01/2022 11.01.2022 31.08.2021 22.09.2021 AW-Designer of the Year 2022

Schedule 2021AW Architektur & Wohnen

AW Publication Week Advertisments Ad Specials Ad Specials

Architektur & Wohnen date Booking and Advertisments Booking and Delivery

cancellation date Copy deadline canellation date Print Shop

17.12.2020 9

01/2021 04.01.2021 1 12.11.2020 01.12.2020 30.10.2020 09.12.2020

02/2021 02.03.2021 9 15.01.2021 02.02.2021 06.01.2021 10.02.2021

03/2021 04.05.2021 18 16.03.2021 01.04.2021 02.03.2021 13.04.2021

04/2021 01.07.2021 26 14.05.2021 02.06.2021 30.04.2021 11.06.2021

05/2021 01.09.2021 35 19.07.2021 04.08.2021 01.07.2021 12.08.2021

06/2021 02.11.2021 44 16.09.2021 04.10.2021 31.08.2021 12.10.2021

01/2022 11.01.2022 2 23.11.2021 09.12.2021 05.11.2021 17.12.2021

17.12.2020 10

Highest utility value + information on one topic:AW Spezial – Inside insert in the total circulation

AW Spezial will appear with every AW issue in 2021 and

will always be monothematic, offering service-oriented

content with high utility value for AW readers and

advertisers.

AW Spezial is included in the total circulation without

reading circle (approx. 95,000 copies) in a user-friendly

way as an independent inside supplement, which is

communicated on the cover in a correspondingly

attention-grabbing way, format 191 x 280 mm.

Attractive advertising rates:

Double Page € 16,400.-

Full Page € 8,200.-

Full Page IFC/OBC€ 10,200.-

Magazine Res Issue PD AD CD Topic

AW Architektur & Wohnen Spezial Design 01/2021 04.01.2021 26.10.2020 19.11.2020 60 page anniversary edition: 25 years AW-Designer of the Year

AW Architektur & Wohnen Spezial Living 02/2021 02.03.2021 23.12.2020 21.01.2021 Hometextile- & Fabric-Trends

AW Architektur & Wohnen Spezial Bath 03/2021 04.05.2021 26.02.2021 22.03.2021 Bathroom & Wellness + the best Bathroom Studio addresses in Germany

AW Architektur & Wohnen Spezial Living 04/2021 01.07.2021 26.04.2021 20.05.2021 Home Office & New Work + the best addresses in Germany

AW Architektur & Wohnen Spezial Kitchen 05/2021 01.09.2021 15.07.2021 23.07.2021 Kitchen trends + the best Kitchen-Studio adresses in Germany

AW Architektur & Wohnen Spezial Living 06/2021 02.11.2021 31.08.2021 22.09.2021 Sustainability (design, furniture, materials) + the best addresses in Germany

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.

17.12.2020

AW – 64 years of inspiration!

Source: AWA 2020; IVW III/2020; 2021 rates 11

Frequency

bi-monthly

Copyprice

€ 9,90

Ad rate 2021

1/1 4c € 21,800.00

Format

210 mm width

280 mm hight

Paid circulation

66.606 Exemplare

Reach

0,38 Mio

AW Architektur & Wohnen Readers

12/17/2020 12

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

12/17/2020 13

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




→Remains minimum 2 years online – a permanent Integration

on website as editorial content is possible

Booking Rate: 13.800 €

14

Premium Banner

Media package BANNERThe „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).12/17/2020


1. Native teaser within the editorial content on home page

2. 3 Social Posts


domain




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

3 x 2 weeks top teaser


trusted domain






Booking Rate: 10.235,- €

15

Editorial Package bigOur offer for digital storytelling




1. Native teaser within the editorial content on home page

2. 2 Social Posts


domain




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


trusted domain






Booking Rate: 6.900 €

16

Editorial Package smallOur offer for your digital presence



awmagazin.deKey Facts

12/17/2020 17

25 - 44 years:**

46,6 %

60 % 40 %*Unique User:*

157.000

(Jan-Nov 2020)

*Google Analytics Nov 2020 **Google Analytics Jan-November 2020

3.742 Subscriber

5.639 Follower

76,9k Follower

12/17/2020 18

Your local contact personsWe look forward to talking to you...

Schweiz & Liechtenstein

Kontakt: Eva Favre

Affinity-PrimeMEDIA Ltd

Case postale 20

Route de Mollie-Margot 1

1073 Savigny

T +41/21/781 08 50

E [email protected]

Spanien & Portugal

Kontakt: David Castelló

K.Media

Calle Santa Engracia, 18,

Esc.4, 2 lzq.

28010 Madrid

T +34/91/702 34 84

E [email protected]

Grossbritannien & Irland

Kontakt: Stefanie Stroh-Begg

Mercury Publicity Ltd.

99 Grays Inn Rd.

London WC1X 8TY

T +44/ 7798-665-395

E [email protected]

Skandinavien

Kontakt: Finn Greve Isdahl

International Media Sales

P.O. Box 44 Fantoft

5899 Bergen

T +47/55/ 92 51 92

E [email protected]

Belgien, Niederlande & Luxemburg

Kontakt: Anita Rodwell

Mediawire International

Plein 1945 nr. 27

1251 MA, Laren

T +31/651/48 01 08

E [email protected]

Italien

Kontakt: Meike Belloni

Media & Service International Srl

Via Giotto, 32

20145 Mailand

T +39/02/ 48 00 61 93

E [email protected]

Advertising Director

International Business +

Frankreich & Monaco

Contact: Dagmar Hansen

JAHRESZEITEN VERLAG GmbH

Harvestehuder Weg 42

20149 Hamburg

phone:+49/40/2717 2030

e-mail:[email protected]

Österreich

Kontakt: Michael Thiemann

Jahreszeiten Verlag GmbH

Alt Seckbach 5

60389 Frankfurt

T +49/40/22 85 92 99-6E [email protected]

BackupAW Architektur & Wohnen Readers – new AWA 2020

12/17/2020 19

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.

17.12.2020 20

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

12/17/2020 21

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

12/17/2020 22

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

12/17/2020 23

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

12/17/2020 24

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

12/17/2020 25

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

12/17/2020 26

266

284

274

10

27

46

35

magazine profileawa 2019 17.12.2020 2 awa 2020 –aw convinces & inspires sustainably source:...

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