DER SPIEGEL

DER SPIEGEL
The perfect advertising medium for your campaign!
1-2-3-4-5-six reasons to advertise in DER SPIEGEL
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DER SPIEGEL – the German news magazine.
Six reasons to advertise in DER SPIEGEL
DER SPIEGEL is a perfect advertising medium for your campaign
because your ads . . .
1. are placed in a quality environment!
2. appear in a clearly positioned medium!
3. reach an ad-relevant target group!
4. appear in a constant circulation volume!
5. have a high and intensive exposure probability!
6. can be cross-media combined with your advertising
at SPIEGEL ONLINE!
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DER SPIEGEL – the German news magazine.
Six reasons to advertise in DER SPIEGEL
Your ads
are placed
in a quality
environment!
3
DER SPIEGEL – the German news magazine.
High editorial standards
The latest news, the exclusive story, the exposure – these have
always been the domain, the core competence of DER
SPIEGEL.
In order to meet these standards, DER SPIEGEL concentrates
very consciously on its strengths:
a. intensive research
b. in-depth background information
c. fascinating stories
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DER SPIEGEL – the German news magazine.
The source for journalists
DER SPIEGEL has been Germany's most quoted medium for many years
DER SPIEGEL
39
FAZ
38
Süddeutsche Ztg.
30
Die Zeit
15
Die Welt
8
Frankfurter Rundschau
7
taz
7
Focus
6
Handelsblatt
6
stern
4
Source: journalist 2008; in %
5
DER SPIEGEL – the German news magazine.
SPIEGEL journalists – on the spot, worldwide
ü In 10 departments, 8 German and 22 foreign
correspondent offices, over 270 journalists write
articles for 52 SPIEGEL issues each year.
ü The editorial team is supported by approx.
70 documentation journalists who check and
verify the articles for plausibility, facts and
figures. Only checked articles appear in
DER SPIEGEL.
ü There is no better utility value for readers than reliable news and lucidly presented
background information.
DER SPIEGEL keeps its promise: "SPIEGEL readers know more"!
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DER SPIEGEL – the German news magazine.
Six reasons to advertise in DER SPIEGEL
Your ads
appear in a
clearly positioned
medium!
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DER SPIEGEL – the German news magazine
DER SPIEGEL is uniquely positioned
DER SPIEGEL is clearly positioned and stands alone in its position.
Reports
Analysis
Die Zeit
Research
Exposures
Commentaries
Features
Utility Value
Infotainment
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DER SPIEGEL – the German news magazine
Intersection of readership
5.91 million
5.24 million
0.74
million
1.09
million
3.61 million SPIEGELreaders are reached
exclusively by SPIEGEL.
0.47
million
0.78
million
7.28 million
Source: MA 2010 I
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DER SPIEGEL – the German news magazine.
Six reasons to advertise in DER SPIEGEL
Your ads
reach an
ad-relevant
target group!
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DER SPIEGEL – the German news magazine.
The SPIEGEL readers as a target group
DER SPIEGEL is a brand:
94 % of Germans aged 14 or older know DER SPIEGEL!
DER SPIEGEL addresses a unique target group in Germany
(and the rest of Europe).
They are people who want to consciously concern
themselves with political, social and economic topics.
They enjoy in-depth, comprehensive, topical information
and have a marked desire for opinion-forming analysis.
Source: AWA 2009
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DER SPIEGEL – the German news magazine.
On average, SPIEGEL readers are above average.
Shares in %
26
Opinion leaders
38
15
Innovators /
Trendsetters
31
23
Education: A-Levels,
University degree
44
22
Socio economic
status 1
43
Total
DER SPIEGEL
Source: AWA 2009
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DER SPIEGEL – the German news magazine.
On average, SPIEGEL readers are above average.
Shares in %
gender
49
men
67
51
women
33
age
14 - 19 years
8
4
13
11
14
16
20 - 29 years
30 - 39 years
19
21
40 - 49 years
50 - 59 years
15
60 - 69 years
14
16
16
13
19
70 years and older
Total
DER SPIEGEL
Source: AWA 2009
13
DER SPIEGEL – the German news magazine.
On average, SPIEGEL readers are above average.
Shares in %
net household income
less than 1,000 €
5
8
16
1,000 - 1,500 €
10
1,500 - 2,000 €
13
2,000 - 2,500 €
15
14
13
14
2,500 - 3,000 €
10
3,000 - 3,500 €
18
12
20
3,500 € and more
31
financial scope
42
250 € and more
28
400 € and more
22
500 € and more
10
750 € and more
Total
54
38
33
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DER SPIEGEL
Source: AWA 2009
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DER SPIEGEL – the German news magazine.
Six reasons to advertise in DER SPIEGEL
Your ads
appear in a
constant
circulation volume!
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DER SPIEGEL – the German news magazine.
Circulation development – total sales
1.400.000
1.300.000
1.200.000
1,016,373 copies
1.100.000
1.000.000
900.000
895,962 copies
-12%*
800.000
700.000
600.000
III/2009
I/2009
III/2008
I/2008
III/2007
III/2006
I/2006
III/2005
I/2005
III/2004
I/2004
III/2003
I/2003
III/2002
I/2002
III/2001
I/2001
III/2000
I/2000
III/1999
I/1999
III/1998
I/1998
III/1997
I/1997
III/1996
I/1996
III/1995
I/1995
III/1994
I/1994
500.000
I/2007
579,787 copies
-43%*
Source: IVW; *Deviation from SPIEGEL
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DER SPIEGEL – the German news magazine.
Circulation development – single-copy sales + subscriptions
1.100.000
1.000.000
821,252 copies
900.000
800.000
700.000
600.000
606,838 copies
-26%*
500.000
400.000
349,884 copies
-57%*
III/2009
I/2009
III/2008
I/2008
III/2007
I/2007
III/2006
I/2006
III/2005
I/2005
III/2004
I/2004
III/2003
I/2003
III/2002
I/2002
III/2001
I/2001
III/2000
I/2000
III/1999
I/1999
III/1998
I/1998
III/1997
I/1997
III/1996
I/1996
III/1995
I/1995
III/1994
I/1994
300.000
Source: IVW; *Deviation from SPIEGEL
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DER SPIEGEL – the German news magazine.
Six reasons to advertise in DER SPIEGEL
Your ads
have a
high and intensive
exposure probability!
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DER SPIEGEL – the German news magazine.
Frequent use and long time spent reading
The multiple use of each individual copy of DER SPIEGEL ensures
repeated opportunities of exposure to the advertising medium.
1x…2x…3x… Ø 3,3x
On average, DER SPIEGEL is picked up 3.3 times by each
reader to be leafed through or read.
Ø 141 minutes
On average, each reader spends approx. 2 ½ hours
reading DER SPIEGEL.
Source: SPIEGEL Copytests 1997-2009
Basis: 10,986 interviewers, 70 test issues
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DER SPIEGEL – the German news magazine.
Six reasons to advertise in DER SPIEGEL
Your ads can be
cross-media combined
with your
advertising at
SPIEGEL ONLINE!
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DER SPIEGEL – the German news magazine.
Cross-media – advertising at SPIEGEL ONLINE
Why cross-media advertising?
Ø Target groups are increasingly displaying multimedia
communication behaviour
Ø Mixed exposure tends to have a higher advertising impact
Ø Cross-media campaigns combine communication with interaction
Ø Cross-media expands the repertoire for creative brand presentation
Ø Cross-media allows a holistic view of all communication and
marketing tools
+
=
S u c c e s s!
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DER SPIEGEL – the German news magazine.
Crossmedia – advertising at SPIEGEL ONLINE
In a cross-media campaign, double users are particularly important. The
bigger the overlap, the more people have the exposure opportunity to see
the cross-media advertising on a multi-channel basis.
0.96 million double user
5.15 million
3.33 million
Source: ACTA 2009; 14-69 years (54,58 Mio.)
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DER SPIEGEL – the German news magazine.
And finally …
DER SPIEGEL is a perfect advertising medium for your
campaign because…
"A media plan without DER SPIEGEL
(...) (is) not a proper media plan."
Detmar Karpinski
Managing Partner of KNSK Werbeagentur
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