Magazine Profile · 0,24 0,22 0,24 10.08.2020 Source: Basisreichweiten AWA 2019/2020 3 Reach in mil. 0,38 AWA 2020 – Once again: AW is the leading magazine in Germany with highest

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

10.08.2020 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

10.08.2020 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

10.08.2020 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

10.08.2020 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

10.08.2020

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

10.08.2020

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

10.08.2020 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

8/10/2020 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.

8/10/2020 11

Maximum utility and inspiration for a spezial low price!

.

AW Spezial - now as magazine insert in the new format 191 x 280 mm!

8/10/2020

AW Spezial – price € 8.200,-

01/2020 02.01.2020 ArtPiece - AW Designer of the year 1 29.10.2019 20.11.2019 15.10.2019

02/2020 04.03.2020 New Working Space* 10 07.01.2020 29.01.2020 20.12.2019

03/2020 06.05.2020 Bathroom & Wellness* 19 06.03.2020 30.03.2020 21.02.2020

04/2020 01.07.2020 27 08.05.2020 02.06.2020 24.04.2020

05/2020 02.09.2020 Kitchens novelties and trends 2020* 36 07.07.2020 29.07.2020 23.06.2020

06/2020 04.11.2020 Home fabric trends 45 08.09.2020 30.09.2020 25.08.2020

01/2021 04.01.2021 ArtPiece - AW Designer of the year 1 30.10.2020 24.11.2020 16.10.2020

Booking and

AW Publication AW Week Booking and Advertisments cancellation date

date Spezial Topic cancellation date Copy deadline AdSpecials

12 *) AW Special with the best dealer addresses

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. 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.

Audience Educated, cultured and worldly people of taste. Quality-orientated,

affluent innovators and trendsetters aged 30 and above.

Frequency every two months

Ad rate 1/1 4c € 21,700.00

Reach 0.38 mil.

Paid circulation 59.046 copies

Website www.awmagazin.de

8/10/2020

AW – more than 63 years of inspiration!

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

• Internationally acknowledged competence in design and architecture.

• High calibre target audience for premium and luxury brands.

• Successful brand world: Extras, website and own awards.

• AW Architektur & Wohnen opens up the German market.

13

AW Architektur & Wohnen Readers

8/10/2020 14

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

8/10/2020 15

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 €

16

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). 8/10/2020


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,- €

17

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 €

18

Editorial Package small Our offer for your digital presence



awmagazin.de Key Facts

8/10/2020 19

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


8/10/2020 20

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

Backup AW Architektur & Wohnen Readers – new AWA 2020

8/10/2020 21

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.

10.08.2020 22

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

8/10/2020 23

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

8/10/2020 24

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

8/10/2020 25

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

8/10/2020 26

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

8/10/2020 27

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

8/10/2020 28

266

284

274

10

27

46

35

Documents

Magazine Profile · 0,24 0,22 0,24 10.08.2020 Source: Basisreichweiten AWA 2019/2020 3 Reach in mil. 0,38 AWA 2020 – Once again: AW is the leading magazine in Germany with highest