abenteuer und reisen

Transkript

1 The Travel Elite Luxury Quality Travel Trendsetters Cosmopolitans Decisionmakers Longhaul travel Luxury brands Gourmets Top-class hotels Source: Allensbach Media Market Analysis 2016 (AWA)

2 Authentic Social demographics travel magazine is the authentic magazine for the travel elite. That is again proven by the latest figures from the 2015 AWA, which attest to the top positions has in many target group segments. In selecting comparisons in AWA 2016, we have confined ourselves to affinity* and readership composition. That is because: * "The affinity index is the ratio of the target group in the readership of a medium relative to the ratio of the target group in the overall population. An affinity index of 100 denotes 'average affinity'. " It thus describes the quality of the target group reached by placement of an advertisement. We wish to compare ourselves with a number of media we have selected which we regard as important in the travel segment and are included in AWA reaches 370,000 readers per issue according to AWA % Gender Men 47.4 Women 52,6 Age and above 27.8 School and vocational education Degree from a university (of applied sciences) 29.4 Net household income 3,000 Euros and upwards ,500 Euros and upwards ,000 Euros and upwards ,000 Euros and upwards ,000 Euros and upwards ,500 Euros and upwards 5.3 Socio-economic status Tier 1 (top) 7.5 Decision-makers with expertise Vacation planning: Decision-makers with expertise

3 Readership Cosmopolitans 235 On the following pages we compare the readership of with that of:,,,, Cosmopolitans regard the world as their nutshell. And that's precisely where appeals to its readers. Mobile cosmopolitans: AWA Cosmopolitans The selection criteria were that all of them are in the segment of newsstand magazines. has a clear leading position among the target group of mobile cosmopolitans!

4 Trend-setters 405 Active 203 Trend-setters have a good nose, are always on the lookout for something new and are always a step ahead. But they're also always a touch more discriminating! People with a good nose for new things: AWA 2016 Active people travel more frequently! Activity index: Very active: AWA 2016 Index = 300 Index = Trendsetters active If you have them, you're well ahead of the rest: Trend-setters and has them! That means you reach the people who have a good nose when it comes to the subject of travel. Top position among the target group for adventure and travel.

5 Gourmets 175 Luxury 245 Gourmets are discerning connoisseurs. People who choose not on the basis of price, but are guided solely by their feeling for what's the best. Gourmet: AWA 2016 Luxury = all very expensive things that are not vital and are only purchased for pleasure. Consumption styles: luxury-oriented consumers: AWA Gourmets Luxury Cosmopolitans, trend-setters, quality-oriented consumers and gourmets who love luxury close the general quality-related part of this analysis. occupies the top position in all segments. You can't get more elite than that! Or can you? We all know the saying "It's the only thing I treat myself to" and it's spot on here. Our readers want quality and luxury and are also willing to pay more for them! They're precisely your target group aren't they?

6 Luxury brands 177 travel Aff.- ndex: 156 Luxury brands arouse desire. Consumers usually purchase them as a way of rewarding themselves for something special or to express their own personalities. Buyer typology, consumption styles: I am fascinated by luxury brands, and I treat myself to them when possible: AWA 2016 Traveling costs money. Traveling a lot costs a lot of money. If you have your nose ahead here, you're also willing to spend extra. High propensity to spend money on travel: AWA Luxury brands travel Our readers are attracted to the good and beautiful things of life, names like Rolex, Hermes and Porsche! Our readers also have their nose further ahead and are willing to spend more money on travel. That's a solid basis for your advertising!

7 travel 199 Travel luggage 286 Our readers are also people who take several vacation trips every year, forgetting the daily grind for a while. Vacation travel in the last 12 months: Several vacations: AWA 2016 People who travel a lot really appreciate stable, high-quality travel luggage. Possession: Valuable travel luggage and business luggage (Porsche-Design, Louis Vuitton, MCM): AWA 2016 Index = travel Travel luggage Frequent travelers in the best sense of the term! When it comes to travel luggage, our readers pay careful attention to design and luxury brands.

8 Decision-makers 273 Top-class hotels 223 Where do you reach opinion leaders and decision-makers with expertise when it comes to the subject of travel? Vacation planning: Decision-makers with expertise: AWA 2016 Who wouldn't like to stay in a top-class, 5-star hotel? That's not for misers! I enjoy staying at top-class hotels: AWA Decisionmakers Top-class hotels The first place you reach decision-makers with expertise is in! Precisely! Our readers love quality and are willing to spend extra to get it!

9 Long-haul travel 258 Long-haul travel 309 A great trip to a faraway destination our readers not only dream of that, but are already on their way! If you want to reach them, you'd better be quick! Vacation destinations in the last 12 months: Long-haul travel (North, Central, South America, Southern, West, East, Central Africa, rest of Asia): AWA 2016 Now let's take a closer look and narrow down the destination regions a little: Central and South America Vacation destinations in the last 12 months: Central and South America: AWA 2016 Index = Long-haul travel Central/ South America But that was to be expected. Because people with a good nose are attracted to distant shores. And after all, travel to faraway places is 's passion! Whether the Dominican Republic, Mexico, Patagonia, Peru, Mexico or Cuba there's adventure everywhere!

10 Long-haul travel 300 Long-haul travel 243 Asia North America Vacation destinations in the last 12 months: rest of Asia: AWA 2016 Vacation destinations in the last 12 months: North America (USA, Canada, Alaska): AWA 2016 Index = 300 Index = asia north america Readers of are globe-trotters! Whether Route 66, the Rockies or salmon fishing readers can always be found in the vanguard!

11 Rental cars Rental cars provide local mobility at travel destinations. are the reader's favorite child! Customers who have rented a car in the past 12 months: Customers who have rented a car multiple times: AWA 2016 High propensity to spend on cars: AWA Rental cars Traveling flexibly with rental cars. Our readers way to travel! Not only is travel important the automobile also plays a major role. But just find out more here...

12 Automobile readers are knowledgeable! Automobile experts as well with no ifs and buts! Decision-makers with automotive expertise: AWA 2016 Interest in automobiles and test drives in them: Tier 1 Interested automobile experts: AWA Connoisseurs can't be fooled and also help shape opinions! They like spending a little extra on automobiles, are knowledgeable and love driving

13 Advertising team Volker Andres Head of Advertising Tel. +49(069)/ Sabine Dietrich Advertising Sales Tel. +49(0)69/ Alexandra Velte Advertising Sales Tel. +49(0)69/ Advertising Department Dieselstr Offenbach, Germany Fax +49(0)69/ Nielsen 1 Rüdiger Kurtz MEDIEN Lobuschstr Hamburg, Germany Tel. +49(0)40/ Fax +49(0)40/ kurtzcom@t-online.de Nielsen 2 mediapepper! Michael Preiss Irisweg Düsseldorf, Germany Tel. +49(0)203/ Fax +49(0)203/ info@mediapepper.de Nielsen 3a va Medien Volker Andres Gerdrudenstr Ingelheim, Germany Tel. +49(0)6132/ Fax +49(0)6132/ va@va-medien.net Nielsen 3b and 4 Medienbüro Macari Petra Macari Karin Schuster Parkstraße 27/Fasanenpark Unterhaching, Germany Tel. +49(0)89/ Fax +49(0)89/ medienbuero.macari@ t-online.de Timepieces/Jewelry, Outdoor Nielsen 3b, 4 and CH Keller Media Christian Keller Frankfurter Straße Dietzenbach, Germany Tel. +49(0)162/ Fax +33/ christian@kellermedia.eu Nielsen 5, 6, 7 Verlagsvertretung SAMT Simona Hintzmann Ketschendorfer Weg Berlin, Germany Tel. +49(0)30/ Fax +49(0)30/ hintzmann@ verlagsvertretung-samt.de Great Britain Gruner + Jahr Limited Lisa Carver Phone +44(0) guj.uk@guj.de Greece A&O Media Worldwide Phone Fax nbarbopoulos@a-omedia.com India Global Media Network Phone Fax mahesh@gmnindia.com Italy Konkret Werbung Phone Fax werbung@konkret.it Southeast Asia + Hong Kong Media Smart, Singapore Phone smartme@singnet.com.sg Spain Comimag S.L. Phone Fax comimag@comimag.com USA World Media, Inc. Phone Fax conoverbrown@ worldmediaonline.com