Women's magazines in Germany A market overview - Blei

Women’s Magazines
in Germany
A Market Overview
Hamburg, March 2005

Presentation outline
The German women's magazine market is very extensive and fragmented.
This presentation aims to give a general overview of the main segments.
The market has been growing steadily for the last ten years, with an everincreasing
number of titles entering the market. The most recent trends have
included pocket-sized magazines, line extensions, and celebrity titles.
It's a market in motion. The cycles of launches and closures have speeded
up and a few titles have already become extinct. The challenge facing
women's titles will be to reassess the validity of today‘s titles in view of
today‘s readers. Yet standing out is vital to long-term survival. It seems that
the ones that are differentiated and have held their own are the ones that are
very successful.

Contents
� Market Segmentation and Development
� Illustration of the Segments
� Gruner + Jahr’s Women’s Magazines

Women’s magazines in Germany. Segmentation according readership profile
Overview of all MA-listed titles with regard to age and income
Average of monthly income
and age of all titles
(age: 48.73; income: € 2,042)
Net monthly
household income
(higher)
Vital
Burda Mode
FürSie
Madame
Petra
Bunte 2.100
Frau im Leben
Bella
Welt der Frau Ratgeber
Lisa Laura
Anna
53 Frau von Heute Frau im Trend
43
Frau aktuell
Tina
Lea
Bild der Frau
Die neue Frau
Die Aktuelle Woche der Frau Neue Woche
Mach mal Pause 1.900
Neue Welt
Meine Geschichte
Freizeit Revue
Mini
Avanti
neue Blatt Frau im Spiegel
Glücks Revue
7 Tage
Das Neue
Frau mit Herz
Neue Post
Echo der Frau Viel Spaß
Das Goldene B latt
Source: MA I/05; size of circle reflects title’s coverage
2.700
2.500
2.300
1.700
Elle
Freundin
Vogue
Cosmopolitan
Maxi
33
InStyle
Amica
Shape
Joy
Young
Age (younger)
Not MA-audited:
23

allows a differentiation between mass market and quality magazines.
Overview of all MA-listed titles with regard to age and income
Average of of monthly income
and age of of all all titles
(age: 48.72; income: € 2,042)
Net monthly
Net monthly household Net household monthly income
household income (higher)
income
(higher)
Vital
Bunte 2.100
Frau im Leben
Bella
Welt der Frau Ratgeber
Lisa Laura
Anna
53 Frau von Heute Frau im Trend
43
Frau aktuell
Tina
Lea
Bild der Frau
Die neue Frau
Die Aktuelle Woche der Frau Neue Woche
Mach mal Pause 1.900
Neue Welt Mass market Meine Geschichte
Freizeit Revue
Mini
Avanti
neue Blatt Frau im Spiegel
Glücks Revue
7 Tage
Das Neue
Frau mit Herz
Neue Post
Echo der Frau Viel Spaß
Das Go ldene B latt
Source: MA I/05; size of circle reflects title´s coverage
Burda Mode
FürSie
2.700
2.500
2.300
1.700
Madame
Petra
Elle
Freundin
Vogue
Cosmopolitan
Quality market
Maxi
33
InStyle
Amica
Shape
Joy
Young
Age (younger)
Not MA-audited:
23

Gruner + Jahr offers highly successful magazines in most categories.
The quality magazines can be categorized by their readership profiles.
2.370
2.170
1.970
Net monthly
household income
(higher)
The premium
people magazine
The market-leading
fortnightlies
Für Sie
Journal
Für Sie
Average of income and age of all titles
(age: 48.73; income: € 2,042)
Source: MA I/05; size of circle reflects title’s coverage
48
2.600
The established
Madame monthlies
Elle
Brigitte
Madame Elle
2.400
2.200
2.000
Gala
The premium
people magazine
Freundin
Petra
43
Petra
Freundin
38
Cosmo
Wom an
Vogue
Cosmopolitan
Maxi
Maxi
33
Amica
InStyle
Am ica
In Style
28
Young Miss
53 43
33
Age (younger)
Joy
Joy
Young
The youngsters
Not MA-audited:
23

The market for quality women’s magazines has boomed in the last decade.
Market development of women's monthlies and fortnightlies.
.... .... ....
1946 1948 1950 1969 1978 1979 1980 1986 1988 1990 1995 1996 2000 2001 2002 2003
1 magazine 8 magazines 11 magazines
19 magazines
*listed are only those magazines that survived until today

Both quality and mass titles have gone handbag-sized since 2001.
Market development of handbag-sized magazines.
Market level**
content
positioning
high
low
*
2001 2002 2003
Sept./Oct.
2003
*changed from large to pocket format;
**market level determined by cover price, content focus, and target group
Glamour changed
its positioning over
time and became
fortnightly
Elle Girl
(TG 14-20)
Burda
Jolie
(TG 18-29)
Springer

Strong brands are used for line extensions for certain age groups or contents.
German women’s magazines brands and their line extensions (quality market)
BRIGITTE
Woman
Life phases “Mother” brands Special content
ELLE Girl
BRIGITTE
Cookie
Wellfit Job@Business
Lucky
ELLE Bistro ELLE Deco
Business Vogue
Joy Celebrity
BRIGITTE
Kultur
BRIGITTE
Balance

The circulations of quality titles differ significantly.
Overview of the circulations of quality magazines
Paid circulation in 1,000 copies
800
600
400
200
0
771
BRIGITTE Brigitte
517
Freundin
Source: IVW IV/2004
480
FÜR SIE
448
Glamour
431
JOY
403
InStyle
fortnightly titles
monthly titles
350 349 337
Cosmo
Jolie
WOMAN Woman
268
Young
249 244
Maxi
Petra
222
Elle
178
Amica
161
YOUNG Young MISS Miss
125
Vogue
110
Madame

Pure and simple. The established fortnightlies are Germany’s favourites.
800
600
400
200
0
Overview of coverage and paid circulation.
Paid Circulation
(in 1,000 copies)
InStyle
Young
Woman
Maxi
Amica
Madame
Joy
Elle
Vogue
Cosmo
Young Miss
Petra
Gala
Für Sie
Freundin
Brigitte
Coverage
women 14+, in mill. readers
0 0,5 1 1,5 2 2,5 3 3,5 4
Sources: MA I/05, IVW IV/2004
Market-leading
fortnightlies
Established
monthlies
Young
monthlies
Not MA-audited:

Advertising revenues illustrate the leading role of the fortnightlies.
Paid circulation and relevance for advertising (measured by ad revenues 2003)
120
100
80
60
40
20
0
Gross ad revenues
2004, mill. Euro
Vogue
Madame
Amica
Elle
Petra
Young Miss
Maxi
Cosmo
Woman
Glamour
Joy
Für Sie
Freundin
0 200 400 600 800
The quality titles
Sources: ACNielsen, IVW IV/2004
Paid circ.
1,000 copies
Market-leading
fortnightlies
Established
monthlies
Young
monthlies

Fortnightly women’s magazines in Germany.
Fortnightly women's magazines have a long-standing
tradition on the German market. The overall market leader
BRIGITTE and its main competitors FREUNDIN and FÜR
SIE and have dominated the market for decades. In 2005,
JOURNAL FÜR DIE FRAU was closed after 26 years.
Recent additions to the fortnightly market include
WOMAN, which was published fortnightly from the start,
and GLAMOUR, which started off on a monthly publishing
frequency before changing to fortnightly in 2003.

The category of the market-leading fortnightlies.
Net monthly
household income
(higher)
Euro
2.650
2.450
2.250
2.050
The market-leading
fortnightlies
Für Sie
Source: MA I/05; size of circle reflects title’s coverage
Universe: women 14+
Freundin
Not MA-audited:
Age (younger)
53 48 43 38 33 28

The fortnightly women’s magazines.
Characteristics: Intelligent women get intelligent guidance and inspiration.
The market-leading fortnightlies
� Fashion, beauty and products that demanding,
self-confident women can actually wear and
(at least sometimes) afford
� Lifestyle (home, hospitality, travel, entertainment)
topics which directly enhance their life
� Unique approach to women and celebrities in
everyday and exceptional situations
Advertising benefit: high impact, top
communicative power.
The newcomer The adolescent
� Concise writing
� Younger readers
than established
titles
� Service oriented
� Glamour, formerly
monthly, became
fortnightly in 2003
� Handbag-sized format
� Young readership
Value for money, success stories

Key facts and figures of the fortnightlies.
Basic media information
Cover Price
Frequency
Rate 2005
(full colour page)
Publisher
Since
Paid
Circulation
Coverage
(Women 14 +)
CPT
(women 14 +)*
€2.20
fortnightly
€ 46,900
Gruner+Jahr
1954
771,281
3,590,000
€ 12,67
€2.20
fortnightly
€ 33,500
Burda
1948
517,269
2,630,000
€ 12,73
Sources: IVW IV/2004; MA I/05 (Glamour not audited), *Basis: 1/1p 4c
€2.00
fortnightly
€ 25,700
Jahreszeiten
1948
480,372
2,490,000
€ 10,31
€1.00
fortnightly
€ 17,800
Gruner+Jahr
2002
337,241
600,000
€ 29,89
€1.90
fortnightly
€ 23,600
Condé Nast
2001
448,104
n.a.
n.a.

The category of the “youngsters” – the young and new monthlies.
Net monthly
household income
(higher)
Source: MA I/05
2.650
2.450
2.250
2.050
The young monthlies
Maxi
Amica
InStyle
Joy
Young
48 43 38 33 28 23
Age (younger)
Not MA-audited:

New ways to make women’s magazines. A market in motion.
Eight young concepts – too different not to be further segmented.
The “grownups” The “adolescents” Since 2000
Amica targets the readers of
the glossy monthlies. It
appears in big size. Lately,
Maxi has joined Amica.
YOUNG MISS, Joy and
ELLE GIRL aim at even
younger women by
offering tailor made
inspiration for the most
explorative phase of their
lives (14 -24). Joy has
developed strongly
towards Glamour.
InStyle (launched in
2000) offers a
celebrity oriented
approach.

Key facts and figures.
Basic media information
Cover Price €1.50 €1.80 €2.70 €1.60 €2.55 €1,50 €1,50 €1,50
Frequency monthly monthly monthly monthly monthly monthly monthly monthly
Rate 2005
(full colour page)
€ 12,500 € 15,000 € 18,100 € 20,500 € 18,900 € 12,500 € 13,800 n.a.
Publisher Gruner+Jahr Bauer Milchstrasse Marquard Burda Burda Axel-Springer Burda
Since 1990 1986 1996 1995 2000 2002 2003
2003
Paid
Circulation
160,667 248,637 178,210 430,964 403,439 268,062 349,385
Coverage
(Women 14 +) 590,000 470,000 600,000 520,000 370,000 310,000
CPT
(Women 14 +)*
€ 21,14 € 30,70 € 29,36 € 39,69 € 51,61 40,41 n.a. n.a.
Sources: IVW IV/2004; MA I/05, * Basis 1/1p 4c
n.a.
(Feb. 2005)
n.a.
n.a.

All the beauty of being a woman.
Overview and special attributes of the established monthlies
international brands
� Strong emphasis on international high fashion
� Sumptuous presentation of the fashion and
beauty world
� Examples of trendy, exclusive lifestyles
� Exclusive readerships
Advertising benefit: Image.
“homegrown” brands
� Fashion competence
� Mainstream combined with luxury
� Address established women

Key facts and figures.
Basic media information
Cover Price €2,60
Frequency monthly
Rate 2005
(full colour page)
€ 25,200
Publisher MVG
Since 1980
Paid
Circulation
Coverage
(Women 14 +)
CPT
(Women 14 +)*
349,862
720,000
€ 34,93
Sources: IVW IV/2004; MA I/05 Pressemedien; * Basis: 1/1p 4c
€6,00 €4,00
monthly monthly
€ 23,800 € 22,200
Condé Nast Burda
1979 1988
125,130 221,597
520,000 770,000
€ 45,87 € 27,95
€5,00
monthly
€16,100
Magazin-Presse
Verlag
1950
109,738
340,000
€45,62
€2,50
monthly
€ 22,250
Jahreszeiten
1969
243,625
1,220,000
€ 18,30

Gruner + Jahr’s
Women’s Magazines

BRIGITTE. The premium brand within the fortnightlies.
Germany’s most widely-read quality women’s magazine.
BRIGITTE relates exciting stories, it is full of practical
ideas, its extravagant visual appeal invites the reader to
leaf through it and dream.

BRIGITTE. The success story.
What is it that makes the success of Brigitte?
� Confidence:
But most important fact is that our readers say: “Brigitte gets its
content right.” This trust we have to keep on earning – and we do so
with every issue.
� Competence:
Every Brigitte editor knows her field inside out. We ourselves develop
and thoroughly test every recipe, every idea for living.
� Openness:
Our producers present the international fashion and cosmetic trends in
a manner that entertains Brigitte readers and gives them pleasure. Our
editors and our reporters are out and about the world over to bring
back the reports and portraits that Brigitte is famous for.

The number of sold copies is the basis for advertising impact.
Source: IVW IV/2004
Brigitte
Freundin
Für Sie
Glamour
Woman
.
337,241
Circulation overview
517,269
480,372
448,104
771,281

BRIGITTE. Big & unbeatable in young, high-status target groups.
Comparison:
coverage of women aged 20-49
with socio-economic status 1-2
Coverage*
in mill. readers
1,2
1,0
0,8
0,6
0,4
0,2
0,0
Brigitte
The socio-economic status is measured on a scale of 1-7, 1=highest.
* net readership, Source: MA I/05
Amica
Cosmo
Madame
Elle
Vogue
Elle
The cost (in €):
46,900
105,400

BRIGITTE. Line extensions are brands in and of themselves.
since 1990
monthly
160,667 copies sold*
Source: * average IVW IV/2004
since 2001
six issues per year
317,000 copies sold**
since 1954
fortnightly
771,281 copies sold*
NEW! From 04/04
twice a year
250,000 copies sold*
since 2003
quarterly
150,000 copies sold *
since 2003
twice a year
150,000 copies sold*

BRIGITTE WOMAN. For the woman over 40.
Brigitte Woman is a magazine for confident,
brand-oriented and consumption-oriented women
aged 40 plus.
A magazine, that offers new possibilities for
brands to respond directly on the needs of these
women.
Brigitte Woman is like her readers:
� calm, but enthusiastic for new experiences
� established, but open for an intensive life
� pleasure-oriented, but responsible and not
superficial

BRIGITTE WOMAN. The success story.
Until 2004, Brigitte Woman was issued four times a year, since 2005 six times a year.
Paid circulation in
thousand copies
350
300
250
200
150
100
50
0
2/2000
145
Source: publisher’s statement
148
3/2000
2/2001
161
170
3/2001
185
4/2001
1/2002
220
234
2/2002
3/2002
248
253
4/2002
270
1/2003
275
2/2003
3/2003
303 304 308
4/2003
1/2004
295
2/2004
309
3/2004
317
4/2004

WOMAN. A magazine like women want for themselves.
Faster, fresher, smarter:
WOMAN is the magazine for today's young,
self-assured women. For women who love to
live their own lives.
WOMAN’s editorial concept is as multi-optional,
open-minded and flexible as the expectations and
attitudes of modern young women themselves.
The women for whom WOMAN is written are active,
both professionally and privately.
WOMAN – for women who want to live and read
as they wish.

WOMAN. Socio-demography.
Young, highly educated, professionals
Age
14-19
20-29
30-39
40-49
50 +
Education
statutory minimum
“A”-levels
“O”-levels, university
Professional activity
in education
working professional
not working (any more)
Income
up to €1,500
1,500 - 2,000 EUR
2,000 – 2,500 EUR
2,500 EUR and more
Socio-economic status
high (1-2)
medium (3-5)
low (6-7)
Source: AWA 2004, Universe: women
All women %
7,3
11,1
16,8
16,8
48,1
49,1
33,0
17,8
10,4
49,5
44,2
33,6
19,8
14,3
32,2
19,2
57,9
22.8
WOMANreaders
%
12,6
27,7
26,1
17,8
15,9
29,4
37,5
33,1
22,4
65,4
21,1
26,0
18,1
13,4
42,4
34,2
54,7
11,1
33
Profile
(All women = Index 100)
48
49
60
77
91
94
94
106
114
132
132
156
173
186
178
214
249

YOUNG MISS.
In 1995, YOUNG MISS opened up a
whole new segment in the women’s magazine
market. The teenagers of
those days have become young women: smart,
sexy, self-confident.
YOUNG MISS has accompanied them.
Has grown with them and also found a
new style for itself: more grown up and more
demanding.
YOUNG MISS stays the best friend for
its readers and faithful to itself.

YOUNG MISSES. The Ideal Target-Group.
� They are well-off. 33.7% have a net monthly household
income of € 3,000 and more (index 148).
� They are well-educated. 30.6% have A-level or are university
students (index 295).
� They are communicative and open-minded. 72.8% make
new friends very easily (index 121).
� They are important consumers. 51.5 % prefer enjoying life
than saving their money (index 137).
� They are fashionable. 39.0% like to buy modern design (index
215).
� They are trendsetters. For 65.7 % it is very important to know
what’s “fashionable” (index 176).
Source: AWA 2004, Universe: YOUNG MISS readers. Index : all women = 100.

YOUNG MISS. Number 1 in terms of efficiency.
Maxi
Coverage
in % in mill. Rank
6.6 0.41 1
5.9 0.37 2
4.7 0.29 3
4.3 0.27 4
3.9 0.24 5
3.9 0.24 6
3.0 0.19 7
2.8 0.17 8
Cost per Thousand
€ Rank
30.20 1
55.68 3
60.39 4
93.02 7
51.29 2
91.40 6
99.38 8
84.04 5
Ranking monthly women‘s magazines. Target group Women 14-29 years (3,753 cases • 6.24 million)
Ranking criteria: Cost per 1000 readers Source: MA I/2005 (Glamour not audited), Table:
Top overage monthly women‘s magazines in that target group *Rate 1/1 4c 2005
Ad rate 1/1 4c
€
12.500
20.500
18.100
25.200
12.500
22.250
18.900
15.000

Thank you!
BRIGITTE BRIGITTE WOMAN
WOMAN
BRIGITTE YOUNG MISS
GALA

IAS International Ad Sales
Gruner + Jahr AG & Co KG
20444 Hamburg
Germany
Tel. (+49-40) 3703 2948
Fax (+49-40) 3703 5672
ias@guj.de