Magazine Profile Hamburg, AWA 2020 - Jahreszeiten Verlag
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Magazine Profile
Hamburg,
January 2021
AWA 2020
AW Architektur & Wohnen
wins again significantly:
+ 70.000
readers in comparison
to the previous year
AWA 2020 – AW convinces & inspires sustainably
Reach in Mio
0,38
0,31
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 AWA 2018 AWA 2019 AWA 2020
1/4/2021 Source: Basic coverage AWA 2018/2019/2020 2
°) AWA ranges 2020: AW 0,38, AD 0,24, Häuser 0,24, Atrium 0,22
Top marks rated by our readership!
Current online-reader survey confirmed brand strength
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
Source: Online-reader survey as a part of an competition with AW 04/2020, period
1/4/2021 Jul/Aug 2020 , n=1.100 3
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."
1/4/2021 4
AW Architektur & Wohnen More than 64 years' inspirational space 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. 1/4/2021 5
Excellent, established, top-class.
AW Awards - the most popular jury prizes in the magazine scene
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.
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” – and Augmented Reality Exibition.
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.
1/4/2021 6
Topics + Dates # 01-03/2021
AW 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
The year after the break: Building 3.0. Architects and designers are setting signs for the future.
AW Architektur & Wohnen Architecture 01/2021 04.01.2021 12.11.2020 01.12.2020
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
The design specialists: The triumph of Italien Style would be unthinkable without the know-how
AW Architektur & Wohnen Design 02/2021 02.03.2021 15.01.2021 02.02.2021
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
1/4/2021 7
Topics + Dates # 04-06/2021
AW 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!
Living where others spend their vacations. The house on the beach. The view on the mountain.
AW Architektur & Wohnen Living 04/2021 01.07.2021 14.05.2021 02.06.2021
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
1/4/2021 8
Schedule 2021
AW 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
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
1/4/2021 9
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
1/4/2021 10AW – 64 years of inspiration!
Frequency AW Architektur & Wohnen is the only multi-
bi-monthly thematic and internationally recognised lead
magazine on architecture, design, home living
Copyprice and garden planning that takes an emotional
€ 9,90 approach. The magazine stands for an
exquisite selection of topics in top journalistic
Ad rate 2021 quality, for international trends and qualified
1/1 4c € 21,800.00 analysis. That's why AW Architektur & Wohnen
is appreciated equally by both its readers and
Format industry professionals.
210 mm width
280 mm hight AW is the premium title for design, home
living, architecture and garden in Germany.
Paid circulation
66.606 Exemplare AW Architektur & Wohnen presents its own
editorial awards and has itself been
commended several times in recent years. The
Reach AW-Designer of the Year is the most sought
0,38 Mio after and prestigious design award in the entire
European home interior scene.
This acknowledgement confirms the status of
AW as lead magazine.
1/4/2021 Source: AWA 2020; IVW III/2020; 2021 rates 11Relaunch awmagazin.de – Experience AW Architektur & Wohnen digital in a completely new way AW Architektur & Wohnen Readers 1/4/2021 12
Relaunch awmagazin.de
What‘s new?
New high-quality design in line with the
demands of the style-forming magazine
Native advertising possibilities only instead of
programmatic advertising
Curated service orientation for users:
• Designer Dictionary
• Encyclopedia of architects
• Brand dictionary
1/4/2021 13Media package BANNER
The „Place to be“ for digital campaigns
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
Premium Banner − 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
− to designer dictionary (if matching designers involved)
− to list of showrooms/retail partners
→ Remains minimum 2 years online – a permanent Integration
on website as editorial content is possible
Booking Rate: 13.800 €
1/4/2021 It is based on the price lists 2020 and the general terms and conditions. Online sales are not 14
subject to discounts and are eligible for discounts, but are eligible for AE (exception: design costs).Editorial Package big
Our offer for digital storytelling
The package includes:
1. Native teaser within the editorial content on home page
2. 3 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.): 6 months in total
3 x 2 weeks top teaser
3.a. Brand Advertorial (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
→ Remains minimum 2 years online – a permanent Integration
on website as editorial content is possible
Booking Rate: 10.235,- €
1/4/2021 It is based on the price lists 2020 and the general terms and conditions. Online sales are not 15
subject to discounts and are eligible for discounts, but are eligible for AE (exception: design costs).Editorial Package small
Our offer for your digital presence
The package includes:
1. Native teaser within the editorial content on home page
2. 2 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.): 6 weeks in total (3 x 2 weeks)
3.a. Brand Advertorial (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
→ Remains minimum 2 years online – a permanent Integration
on website as editorial content is possible
Booking Rate: 6.900 €
1/4/2021 It is based on the price lists 2020 and the general terms and conditions. Online sales are not 16
subject to discounts and are eligible for discounts, but are eligible for AE (exception: design costs).awmagazin.de
Key Facts
Unique User:* 25 - 44 years:** 60 % 40 %*
157.000 46,6 %
(Jan-Nov 2020)
3.742 Subscriber
5.639 Follower
76,9k Follower
1/4/2021 *Google Analytics Nov 2020 **Google Analytics Jan-November 2020 17Your local contact persons We look forward to talking to you... Advertising Director Grossbritannien & Irland Schweiz & Liechtenstein International Business + Kontakt: Stefanie Stroh-Begg Kontakt: Eva Favre Frankreich & Monaco Mercury Publicity Ltd. Goldbach Publishing AG Contact: Dagmar Hansen 99 Grays Inn Rd. Case postale 20 JAHRESZEITEN VERLAG GmbH London WC1X 8TY Route de Mollie-Margot 1 Harvestehuder Weg 42 T +44/ 7798-665-395 CH-1073 Savigny 20149 Hamburg E stefanie@mercury-publicity.com T +41/21/349 4891 phone:+49/40/2717 2030 E eva.favre@goldbach.com e-mail:dagmar.hansen@jalag.de Belgien, Niederlande & Luxemburg Italien Skandinavien Kontakt: Anita Rodwell Kontakt: Meike Belloni Kontakt: Finn Greve Isdahl Mediawire International Media & Service International Srl International Media Sales Plein 1945 nr. 27 Via Giotto, 32 P.O. Box 44 Fantoft 1251 MA, Laren 20145 Mailand 5899 Bergen T +31/651/48 01 08 T +39/02/ 48 00 61 93 T +47/55/ 92 51 92 E info@mediawire.nl E info@it-mediaservice.com E fgisdahl@mediasales.no Spanien & Portugal Österreich Kontakt: David Castelló Kontakt: Michael Thiemann K.Media Jahreszeiten Verlag GmbH Calle Santa Engracia, 18, Alt Seckbach 5 Esc.4, 2 lzq. 60389 Frankfurt 28010 Madrid T +49/40/22 85 92 99-6 T +34/91/702 34 84 E michael.thiemann@jalag.de E info@kmedianet.es 1/4/2021 18
Backup AW Architektur & Wohnen Readers – new AWA 2020 1/4/2021 19
70,000 new readers are enthusiastic about AW! AW Architektur & Wohnen - the AWA winner 2020! 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. 1/4/2021 Quelle: AWA 2020 20
unisex. accessible. print affinity.
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%).
% Index
Gender
Men 51 103
Women 49 97
Age
20-29 8 62
30-39 19 130
40-49 13 88
50-59 26 140
60-69 19 131
1/4/2021 Source: AWA 2020, Index: Total population = 100 21affluent. independent. financially strong.
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).
% Index
Socio-economic status
54 242
High (level 1+2)
Profession
8 350
Proprietor, manager, professions
Net household income
€ 4.000 per month and more 44 164
€ 5.000 per month and more 30 208
€ 6.000 per month and more 20 281
Disposable income
€ 1.000 and more 30 195
1/4/2021 Source: AWA 2020, Index: Total population = 100 22brand-orientated. prosperous. quality-minded.
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.
Personal outlook
Applies to me: % Index
I am fascinated by luxury brands 29 234
I like to buy products with 40 254
modern design
45 729
Special target group:
Modern Home & Interior
Purchaser typology
32 301
Luxury-orientated consumers
Predominantly quality-oriented 43 202
consumers
39 190
Mobile cosmopolitans
1/4/2021 Source: AWA 2020, Index: Total population = 100 23innovative. design-driven. exemplary.
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.
Social stratum % Index
Upper class 16 368
Upper middle class 53 137
Innovation orientation
Innovators
30 535
Trendsetters
17 159
Modern design
Interested, often give advice and
am seen as something of an expert 33
1/4/2021 Source: AWA 2020, Index: Total population = 100 24lovers of architecture. consumerist. interested.
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.
Household already has: % Index
Modern furniture designed by highly 36 464
regarded designers
31 184
Quality home textiles
39 165
Valuable cutlery and tableware
24 234
Valuable jewellery
Particularly interested in
39 534
Modern design
46 921
Modern architecture
1/4/2021 Source: AWA 2020, Index: Total population = 100 25established. elegant. engaged.
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.
% Index
I am interested in building,
35 274
modernizing and renovating, often give
advice and am considered an expert
I am interested in home furnishing and
interior design, often give advice and 46 284
am considered to be an expert
I am professionally involved in the
construction industry 27 266
I am professionally involved in
10
engineering sciences
1/4/2021 Source: AWA 2020, Index: Total population = 100 26You can also read
