Quantcast
return Home

Axel Springer's special interest magazines are booming in Germany

Hans Hamer ()

In recent years, magazine launches have exploded in the special interest and niche sector. In Germany, special interest is flourishing, according to Dr. Hans Hamer, the publishing and managing director of the Axel Springer publishing group for automotive, sports and computer/consumer electronics in Germany.

Hamer says in the last couple of years, Axel Springer launched magazines in the Auto Bild family, focusing on special interests including Auto Bild Reisemobil launched in 2014, Auto Bild Klassik launched in 2007 and Bike Bild in 2016.

Hans will be one of the speakers at the 41st FIPP World Congress, 9-11 October in London, the United Kingdom. Discounted, pre-agenda bookings are currently available - sign up here.

"For example, the old VW bus is becoming popular again. It's a boom market. It meant we explored a new market niche,” Hamer explained.  “For the last three or four years, the market of classic car magazines has been booming. Two years ago we had two or three magazines, now we have seven or eight."

Auto Bild 3 ()

"In the German market, there are many positive business options," he said.

Special interest magazines are highly-focused publications that cater to targeted groups. As audiences drown in a sea of content and information, special interest magazines provide an authoritative, trusted voice.

“The world these days is so complex. People look for someone to guide them, a trusted brand who takes them by the hand and helps orient them,” Hamer said. “The more specialised you are, with a clear focus on your target group, it's hard to imitate. The same if you produce your own content and original stories, it's hard to replicate.”

Hamer suggests that unlike news, the internet can't replicate what special interest magazines do. “It’s about the lean back experience. We have known this for more than 10 years, but these days it is getting more and more important. It's a kind of escapism. This is one thing that Facebook can't offer you.”

Hamer suggests special interest magazines offer readers high quality journalism and they’re appealing to a highly-engaged albeit smaller audience.

Auto Bild 2 ()

"The USP of the special interest magazines is to give you orientation, guidance, advice, and these days if you have complex and complicated topics (or decisions to be made), this is the one advantage special interest magazines have,” he said.

Print has become a premium product with stylishly-printed, visually-driven content and narratives. Hamer outlined that Axel Springer is investing in print with an upgrade, with special colour and paper quality, to make the special interest magazines more valuable to readers.“There's a kind of upgrade of magazines, which means we have a kind of upgrades in paper which means paper quality,” he said. “We invested in the quality of magazines and that was very successful. ”

Investing in paper quality and colour is one of the biggest mega-trends coming up on the European market, Hamer said.

Special interest magazines, with their upgraded paper stock, high quality content and highly-targeted audiences, can ask ask for a higher copy price, and often do.

Auto Bild 1 ()

"In my opinion, we are not only working in the media business, we are working in an entertainment business, we have to entertain only our readers but also our advertising clients who want to publish ads in a special environment."

In Germany, Axel Springer’s magazines reach 6.5 million readers a month, Hamer told FIPP in 2015. Auto Bild is the largest car magazine in the world, with over 33 million readers in 33 countries.

Axel springer is a member of FIPP.

Hear more from Hans at the 41st FIPP World Congress, 9-11 October in London, the United Kingdom. Discounted, pre-agenda Congress bookings are currently available - sign up here.

More like this

Axel Springer’s Hans Hamer: This is how Auto Bild stays front of the grid

BILD’s Stefan Betzold on the challenges, and opportunities, of distributed content

BILD's digital MD on distributed content

The future for Future: Transforming specialist content into profit

The continued power of special interest media – across all platforms

  • Transitioning to digital when print still pays the bills For most publishers, transitioning from print to digital is the essential change. But when print magazines remain the most profitable part of your business, it can be important to balance evolution rationally in order not to lose the print cash cow. Here, we talk to Danish company, Bonnier Publications, about walking that very path. 25th May 2017 MagWorld
  • The Immediate Media Co story: from starting up to being acquired by Burda Earlier this month at the PPA Festival, Barry Mcllheney of the UK Publishers Association sat down with Immediate Media Co’s CEO, Tom Bureau, who talked about the journey from starting Immediate to being acquired by German-based publisher, Hubert Burda.  24th May 2017 MagWorld
  • Inside The Business of Fashion In the space of only a decade, The Business of Fashion has grown from a blog to multi-channel business servicing a global professional community in the millions through a website, newsletters, social media, print magazine and membership programme, with clear, diversified revenue model and each stream contributing meaningfully to the overall top line. 23rd May 2017 MagWorld
  • What to expect as Hearst Magazines' new Airbnbmag hits the streets Chief content officer Joanna Coles discusses the premiere edition of Airbnbmag, its celebration of global community and the future of travel. 22nd May 2017 MagWorld
  • What to expect as Hearst Magazines' new Airbnbmag hits the streets Chief content officer Joanna Coles discusses the premiere edition of Airbnbmag, its celebration of global community and the future of travel. 22nd May 2017 MagWorld
  • Eight lessons from Cosmopolitan on publishing to Snapchat Discover One of the lessons for Cosmopolitan following the brand’s wildly successful launch on Snapchat Discover just short of 2.5 years ago was that “you have to dig beyond analytics to find out what [users] are saying about your editions and what they really care about”. 22nd May 2017 MagWorld
  • Inside The Business of Fashion In the space of only a decade, The Business of Fashion has grown from a blog to multi-channel business servicing a global professional community in the millions through a website, newsletters, social media, print magazine and membership programme, with clear, diversified revenue model and each stream contributing meaningfully to the overall top line. 23rd May 2017 MagWorld
  • GroupM report highlights factors impacting the publishing industry We may have reached peak anxiety in many corners of the media world. Despite their best efforts, a number of publishers are failing to accelerate their digital revenues fast enough to offset the cost of legacy operations and falling advertiser demand. 17th May 2017 MagWorld
  • How a 2015 FIPP Rising Stars award winner continues to make her mark Since 2015 when she was one of FIPP and UPM’s three first ever Rising Stars in Global Media winners, Francesca Wilson’s career has followed a rapid upward trajectory. Here she shares what she’s doing now, advice for others making their mark on media, and why Rising Stars is an opportunity for her peers (and top bosses to recognise the work of valuable employees). 19th May 2017 Rising Stars
Go to Full Site