media mij. bv
MEDIAKIT 2011 About our organisation, philosophy, products and services. About our target audiences, circulation and reach. About our communication and campaign opportunities. And about our rates, sponsor opportunities and specifications.
CONTENTS 2 About WELKE. and media mij. bv 4 About the WELKE. magazines 6 About WELKE.nl 8 About our target audience 10 Comments by consumers 12 About our print rates and specifications 16 About our online rates and specifications MEDIAKIT 2011
welke.; cross-media media mij., the company behind WELKE., is a leading publisher of interior design publications. With our brand WELKE. we utilize several different media to target our market. Through our leading position, WELKE. is the partner to help you reach consumers with plans to purchase durable interior design products. By informing, inspiring, helping and activating them. For that purpose, many national and international companies have already chosen to work with WELKE.
who we are
who what where
welke. WELKE. Keukens, WELKE. Badkamers, WELKE. Haarden, WELKE. Vloeren, WELKE. Wonen, WELKE.nl
2.
With our products and services, we target consumers that plan to purchase a kitchen, bathroom, floor, fireplace or other interior design product within the next 6 months. We also target consumers that are in the midst of orientating themselves in the areas of moving or buying a new house, a mortgage and related subjects. Obviously, next to that we inspire and inform those who are orientating themselves on interior decoration or who simply share our passion for interior design.
OUR TARGET AUDIENCES
O
about us
On www.bereikmijndoelgroep. nl you’ll find an overview of all our media resources and services that can turn your campaign into a success. On this site we will keep you informed on important developments in your and our industry, case studies and other relevant information. Go to www.bereikmijndoelgroep.nl (English version available) and find out how our media can help you to qualitatively reach your target audience.
www. bereikmijndoelgroep.nl
A couple of the clients that we do business with:
Our sponsors & advertizers
ABK Innovent / AEG / Alape / Alno / Artweger / ATAG / Autoriteit Financiële Markten / Auping / Axor / Baderie / Bauknecht / Blum / Boley / Boretti / Bosch / Bose / BouwGarant / Bruynzeel / bulthaup / Castelo de Portugal / Cleopatra / Comprex / Cosentino / Dekker / Desso / Duravit / Dru / Eastborn / Electrolux / Erbi / Etna / Faber / funda / Flor / Gaggenau / Geberit / Grohe / Hansgrohe / Helex / Hoesch / Ideal Standard / IKEA / Keller / Liebherr / Magnum / Miele / Morgana / Mosa / Next / Nolte / Novellini / Parketmeester / Plieger / Poggenpohl / Quick-Step / Primabad / Pullman / Quooker / Riho / Sanidrôme / Sealskin / Sfeerverwarmingsgilde / Siematic / Siemens / Solarlux / Sphinx / Starline / Stijl 2000 / Stûv / Svane / Swiss Sense / Tarkett / Thebalux / Tiger / Tulp / Varenna / Villeroy&Boch / Vi-Spring / Whirlpool
O
ur philosophy We are a young, independent media company that believes in precision targeting of highly specific audiences. We utilize a cross-media approach to realize both your and our objectives. Whether these objectives are communication objectives or sales objectives. Advertising based or custom built for you. Short term or long term.
your MEDIA CAMPAiGn
Would you like to know how we could help turn your campaign into a success? Feel free to contact Jan-Jaap van der Klei, Orlando Praag of Martijn Visser op +31 (0)20 635 25 30 of mail naar sales@mediamij.nl. www.bereikmijndoelgroep.nl WELKE. - Postbus 36302 - 1020 MH AMSTERDAM T +31 (0)20 635 25 35 - F +31 (0)20 635 25 39 E info@welke.nl - I www.welke.nl
We believe in providing relevant content, at the relevant time, through the relevant channel, to the consumer. In which your communication message can be fully integrated. Because we believe that the adage ‘Content is King’ nowadays is more valid than ever before. A high level of service is part of our DNA; we believe that optimal client services are key to distinguish ourselves in the modern world.
MEDIAKIT 2011
P
A WELKE. special contains the following subjects: - GESPOT (spotted): new products, trends and striking products, both national and international. - ACHTERGRONDEN (Back grounds): 1 or 2 articles that elaborate on a specific subject. - PRODUCTINFORMATIE (Product information): Each product category is represented with a selection of products and information that consumers should consider when making their choices. - BINNENKIJKEN (Inside look): 3 to 5 (photo) reportages with Dutch consumers - FINANCIEREN (Financing): How can you finance your purchase? - CHECKLISTS: To further help the reader with his purchase. - ADVIES (Advice): 2 to 3 designers provide 3 different advices on how best to furnish and style a room.
2011 themes welke. wonen WELKE. Wonen has the following themes in 2011: edition 1 2011 main theme: outdoor living sub themes: kitchens, fireplaces edition 2 2011 main theme: bathrooms sub themes: bedrooms, flooring edition 3 2011 main theme: bedrooms sub themes: outdoor living, bathrooms edition 4 2011 main theme: fireplaces sub themes: kitchens, flooring Next to the main and sub themes, a WELKE. Wonen covers financing a house, buying house and moving house in each edition
4.
distribution
illars WELKE. Badkamers (bathrooms), Keukens (Kitchens), Haarden (fireplaces) and Vloeren (Flooring) The WELKE. specials are distributed through the following channels: - Approximately 47% newsstand sales (particularly Bruna, Primera, AKO, Albert Heijn and multiple independent retailers in Holland and Belgium) - About 37% online sales - 6% via showrooms - 4% through subscriptions - The rest through promotions, fairs, etc. WELKE. Wonen WELKE. Wonen is distributed as follows: - 78% via certified real estate agents, notaries and Erkende Verhuizers (Dutch movers association) - Approximately 8% newsstand sales - 5% is distributed through the top Dutch housing website funda.nl - 3% through subscriptions - The rest is distributed, among others, through project developers, NIKI (Dutch new housing association) and architects.
magazines
PRODUCTS & SERVICES
wELKE.
MAGAZINES The WELKE. Magazines have been around since 1975 and have since then become thĂŠ source of information about kitchens, bathrooms, flooring and fireplaces. WELKE. is the number 1 in her market and is constantly innovating to improve the help we offer our readers in the orientation process. Among others we have launched a comprehensive website and have added a generic living/housing title to our collection: WELKE. Wonen.
welke. magazines In 2011 the WELKE. collection consists of 4 special interest magazines; WELKE.Keukens (kitchens), WELKE.Badkamers (bathrooms), WELKE.Vloeren (flooring) and WELKE.Haarden (fireplaces) and one generic living/housing title: WELKE.Wonen. The specials are each issued twice a year, WELKE.Wonen four times a year.
MEDIAKIT 2011
Open rate: CTR:
21,3% 3,9%
Newsletter
The personalized WELKE. e-mail newsletter is sent out twice a month to more than 19.000 consumers who have registered for it. The newsletter contains interesting articles, promotions and a number of invitations to join welke.nl and earn prizes.
welke.nl site WELKE.nl is a daily growing site about bathrooms, kitchens, flooring, fireplaces and other interior decorating related subjects. With more than 30,000 pages welke.nl is the information source for everybody looking to inform and inspire himself in the areas of bathrooms, kitchens, flooring, fireplaces and related subjects. Among others, the visitors of welke.nl can design their kitchen or bathroom in 3D, respond to blogs, look at tens of thousands of products, filter and compare, read about showroom experiences, look at theme files about multiple subjects and inspire themselves with beautiful photos. The site also offers dozens of quizzes and tools to help consumers make their decisions in a properly informed way.
6.
In 2011, along with the permanent link on ‘Startpagina’ (The Craig’s List of Holland) and the regular Adwords and online advertising campaigns, we have a number of special marketing campaigns planned related to the 35th anniversary of WELKE. In February 2011, we will launch a campaign in which we invite consumers to participate and win a luxurious bathroom, valued at € 10,000. In April we will launch a similar campaign in which the participant could win an entire kitchen, worth € 10,000. In autumn and winter, a number of other campaigns are planned for.
marketing campaigns 2011 visitor statistics
Visits per month Unique visitors per month Viewed pages per month Average time spent on site Subscriptions WELKE. newsletter figures October 2010
60.000 40.000 360.000 4,4 minutes 19.500
welke.nl
PRODUCTS & SERVICES
wELKE.
ONLINE
WELKE.nl is the website where consumers find inspiration, comprehensive information and the option to work on their new bathroom, kitchen, floor or fireplace. The site offers everything a visitor needs to make their orientation process easier.
MEDIAKIT 2011
the changing consumer
86%
Of the higher educated, 86% first orientates online and then buys offline. Consumers who have extensively orientated themselves (online), eventually buy a more expensive product (offline) which offers more functionality.
oriEntation channels
INTERNET
showroom
sources of information
The most important online source of information (sustainable consumer goods): 1) niche information sites 2) showroom websites 3) websites of brands / suppliers source: blauw research
print other tv/radio 0%
20%
hi-tech vloer
reader profile magazines The readers of the WELKE. magazines are women (60%) and men (40%) aged 25 to 54. They have a great purchasing power and are wealthy (social classes A, B1 and B2). They are highly educated and have an above average interest in comfortable living, which also means they are willing to spend money on this. 78% of our readers own a house. 54% are orientating themselves due to moving plans, 39% are in the process of planning a renovation or rebuild of their existing home. Most of our readers think it is important to prepare well for the decisions they are going to make, a reason why they buy the magazine but also why they visit fairs (35%), orientate online (89%) and visit showrooms (45%). Of those orientating online, 85% indicate they will also visit welke.nl. Source: Reader survey WELKE., The Choice, 2010
8.
40%
decisive source source
60%
80% N = 4.381 bron: nielsen
visitor profile welke.nl WELKE.nl attracts an almost equal amount of men (49%) and women (51%), with the average age being 34. 32% has purchase plans between the time of visiting and 6 months, a little over 40% is orientating, 17% is looking for specific information and 9% visits the site due to pure interest. 65% indicate they will definitely return to the site, the site is ranked highly by visitors with an average 7,9. Especially the segments ‘inspiration’ (8,2) and design (8,4) are highly appreciated.
Source: Online survey WELKE.nl, 2010
100%
profiles
MAGAZINE usage 94% of our readers read all of the magazine (89%) or almost all of it (5%). The average reading time is 46 minutes. 86% indicate they have ‘learned’ something. With an average of 8,3 the magazines are rated high. Almost 94% pass the magazine on to a partner or friend, 63% will read (parts of) the magazine again and/or use it as a reference.
consumer
profiles
Who do we reach with our publications? What are the opinions of consumers of our products? How do they utilize our publications? What do they use next to our publications?
UNIQUE BUYING POINTS
go figure!
Why should you utilize WELKE.? - With WELKE. you reach consumers with specific purchase plans - WELKE. always offers the right environment for your product/service - WELKE. is of Dutch origin and mainly gives tribute to brands and products that are available in The Netherlands and Belgium. - WELKE. has a (aided) brand awareness of 92%
reader profile welke. wonen 58% of the readers of WELKE. Wonen are female, 42% male. 62% of the readers are younger than 45. 56% are of higher education, 33% have an income level of at least twice the average. The magazine is read intensively (average reading time 42 minutes) en 92% of readers find the magazine useful. The targeted audience is very active: 82% is planning to move on the short term, of which 96% is moving to a resale property. Source: Reader survey INSIDE / WELKE. Wonen, 2008
MEDIAKIT 2011
The WELKE. Keukens was so helpful when I was planning my new kitchen that I’d like to give one as a present to a colleague who just bought a new house. I’ve been to three shops already, but it was sold out everywhere. Can you help me get hold of a copy? Kathelijn, Sittard, via service@ mediamij.nl on 25-10-2010
Sanne, open answer in target survey WELKE. 2009
A wood stove with remote control, that’s just the thing for me. I have to admit, I’d been to a couple of showrooms when I came across your magazine. Don’t tell on me, but I quickly put it in my bag. And now I finally know what I want. Karel from Leiderdorp via katja@mediamij.nl. (Unfortunately we don’t know which showroom lost his edition of the WELKE. Haarden…)
hi-tech vloer
Really nice magazine! on WELKE. fanpage on Facebook
M
ARGRIET, LEUSDEN
10.
‘
‘
The WELKE. was really useful when I was rebuilding my bathroom. It definitely looks better thanks to that!
On page 38 of the WELKE. Badkamers I saw a picture of a bathroom with beautiful floor tiles. Unfortunately it doesn’t say which brand it is or where I could buy them. Can you help me find the address? via info@welke,.nl
Do you know a good bathroom showroom in the Rotterdam area?
our clients
quotes
consumer
feedback
On a regular basis, we at WELKE. receive feedback and questions from consumers. Here, we’d like to provide you with a small selection.
‘
wooden floor
Now that I’ve read the WELKE. Vloeren I think I’m going to choose a wooden floor after all. I always thought wood and floor heating didn’t go well together, but now I know that’s not true. Thank you, I would otherwise have never done it. Do you have any tips on a good showroom in my area? Rianne, Ursem, via redactie@welke.nl
I had no idea there were so many options for a patio. And they all look so good! The overview you gave me was really helpful. The unknown consumer, Tuinidee fair Den Bosch, WELKE. booth
‘
What a great idea. Putting two dishwashers in your kitchen. I never would have thought of that. But I did it, and although everybody laughed at me first, now the are all jealous, and I’m extremely happy. I hope you guys like chocolate…. Gietsje, Joure, handwritten note via TNT Post, with a box of chocolates. And yes, we enjoyed that…
FAIR tuinidee in den bosch
merci
MEDIAKIT 2011
specifications print aDVERTISING general information for all welke. magazines
advertizing operations : media mij. bv Grasweg 63-65, 1031 HX Amsterdam Postbus 36302, 1020 MH Amsterdam tel : (020) 635 25 35 (general) (020) 635 25 30 (reservations) (020) 635 25 34 (traffic) fax : (084) 229 94 03 e-mail : sales@mediamij.nl bank : ABN-Amro 45.63.46.856 attn. media mij. bv, Amsterdam distribution : Netherlands: Betapress bv, Gilze Belgium: Imapress, Turnhout cover price per edition
: € 5,95
price add. proof number : € 2,78 (excl. VAT)
technical data for all welke. magazines
advertizing formats for all welke. magazines
terms & conditions
: on request or downloadable from www.welke.nl
interior
cover
printing process
: offset
offset
paper
: 90 grs. h.v. m.c.
170 grs. h.v. m.c.
type page
: 225 x 285 mm (w x h)
type area
: 195 x 260 mm (w x h)
advertizing material : Digital files in file format Certified PDF tijdschriften Nederland (MagazineAds_1v3). The advertisement needs to be supplied as a ‘single page’; in case of a spread, supply us with two documents, each containing one page, Additional costs, occurring because of the supply of non print ready materials will be transfered. type area format
in numbers
width
x
height
2/1
2 x 195
x
260
1/1
195
x
260
2/2
2 x 95
x
260
1/2 L
95
x
260
1/2 S
195
x
125
1/4
95
x
125
blead area (net measurements) formaat
12.
in cijfers
breedte
x
hoogte
2/1
450
x
285
1/1
225
x
285
Please add 5 mm for trimming purposes. For all sizes smaller than 1/1, bleed is not permitted.
advertising & sponsoring
rates print aDVERTISING format 2/1 1/1 1/1, cover 2 or 3 1/1, cover 4 2/2 1/2 L 1/2 S 1/4 format 2/1 1/1 1/1, cover 2 or 3 1/1, cover 4 2/2 1/2 L 1/2 S 1/4 format 2/1 1/1 1/1, cover 2 or 3 1/1, cover 4 2/2 1/2 L 1/2 S 1/4 format 2/1 1/1 1/1, cover 2 or 3 1/1, cover 4 2/2 1/2 L 1/2 S 1/4 format 2/1 1/1 1/1, cover 2 or 3 1/1, cover 4 2/2 1/2 L 1/2 S 1/4
1 edition full colour € 7.980 € 4.310 € 4.741 € 4.957 € 4.310 € 2.910 € 2.910 € 1.960 1 edition full colour
2 editions full colour
2 editions full colour
€ 7.980 € 4.310 € 4.741 € 4.957 € 4.310 € 2.910 € 2.910 € 1.960
€ 14.364 € 7.758 € 8.534 € 8.923 € 7.758 € 5.238 € 5.238 € 3.528
1 edition full colour
2 editions full colour
€ 6.375 € 3.450 € 3.795 € 3.968 € 3.795 € 2.330 € 2.330 € 1.575 1 edition full colour
rates welke. badkamers
€ 14.364 € 7.758 € 8.534 € 8.923 € 7.758 € 5.238 € 5.238 € 3.528
€ € € € € € € €
rates welke. keukens
rates welke. haarden
11.475 6.210 6.831 7.142 6.831 4.194 4.194 2.835
2 editions full colour
rates welke. vloeren
€ 7.780 € 4.210 € 4.631 € 4.842 € 4.210 € 2.840 € 2.840 € 1.920
€ 14.004 € 7.578 € 8.336 € 8.716 € 7.578 € 5.112 € 5.112 € 3.456
1 edition full colour
2 editions full colour
4 editions full colour
€ 8.900 € 4.900 € 5.390 € 5.635 € 4.900 € 3.200 € 3.200 € 2.200
€ 16.020 € 8.820 € 9.702 € 10.143 € 8.820 € 5.760 € 5.760 € 3.960
€ 28.480 € 15.680 € 17.248 € 18.032 € 15.680 € 10.240 € 10.240 € 7.040
rates welke. wonen
Combination discount When combining print and online, a combination discount of 15% on both rates is applied. When ordering 2 editions, the above mentioned rate for 2 editions is applied when payment is done after the publishing date of the 1st edition. In case of payment in 2 or more terms, an interest supplement of 5% on the above mentioned rate will be added. When combining multiple editions, special rates apply, please contact us on +31 (0)20 635 25 30. Special positions Should you require a special position in a specific issue and we agree to this request in advance, a 15% surcharge on the gross rate per placement applies. This surcharge remains applicable if the special placement request is cancelled. media mij. bv is not bound to any other special position requests. Special advertising For special advertising, agency discount does not apply. More information can be found on page 14. Response service The before mentioned rates are including the response service, consisting of: - collection of information requests on www.welke.nl; - administration of the collected response, and - weekly provision by e-mail of the contact details of respondents, together with an overview.
MEDIAKIT 2011
publishing dates & circulations print aDVERTISING dates & DEADLINES welke. BADKAMERS
spring - 2011
publishing date
:
April 21 October 6
final submission date print ready materials
: March 24 September 8
closing date reservations
: March 17 September 1
dates & DEADLINES welke. keukenS
summer - 2011
dates & DEADLINES welke. haarden
dates & DEADLINES welke. vloeren dates & DEADLINES welke. wonen
printed circulation for all welke. magazines
14.
autumn - 2011
winter - 2011
publishing date
: June 9 November 24
final submission date print ready materials
: May 12 October 27
closing date reservations
: May 5 October 20
spring - 2011
autumn - 2011
publishing date
: March 3
August 18
final submission date print ready materials
:
closing date reservations
: January 27 July 14
February 3 July 21
spring - 2011
autumn - 2011
publishing date
:
final submission date print ready materials
: March 24 September 8
closing date reservations
: March 17 September 1
publishing date final submission date print ready materials closing date reservations
April 21 October 6
spring - 2011
summer - 2011
: March 3 June 9 :
autumn - 2011
winter - 2011
August 18 November 24
February 3 May 12 July 21 October 27
: January 27 May 5 July 14 October 20
edition 1 - 2011
edition 2 - 2011
WELKE. Badkamers
:
35.000
35.000
WELKE. Keukens
:
32.500
32.500
WELKE. Haarden
:
25.000
25.000
WELKE. Vloeren
:
30.000
30.000
WELKE. Wonen
:
120.000
120.000
edition 3 - 2011
edition 4 - 2011
120.000
120.000
rates & specifications print aDVERTISING - specials banderol
advertising & sponsoring
seal
booklet/insert
fold cover
perforation
extractable
cut out
sticker(page)
In the WELKE. magazines, multiple special advertising executions are possible. Several of those have been shown on this page. We are pleased to brainstorm with you on special advertising and their applications. Call +31 (0)20 635 25 30.
MEDIAKIT 2011
rates online - welke.nl
online advertising
newsletter
sizes ROS* ROD*
full banner
:
468 x 60
€ 22,-
€ 24,-
button
:
120 x 60
€ 11,-
€ 12,-
large rectangle
:
336 x 280
€ 28,-
€ 32,-
skyscraper
:
120 x 600
€ 24,-
€ 29,-
leaderboard
:
728 x 90
€ 32,-
€ 34,-
expandable banner
:
468 x 60/180
€ 33,-
€ 36,-
expandable rectangle
:
336/672 x 280
€ 42,-
€ 48,-
expandable skyscraper
:
120/360 x 600
€ 36,-
€ 44,-
button
:
€ 18,-
large rectangle
:
€ 42,-
product placement
:
€ 100,-
advertorial
:
€ 100,-
list brokerage/adresses
:
€ 0,30
branded content
sponsored article (fixed) : :
on request
full sponsorship
per brand per year (fixed) :
€ 6.000,-
other
€ 1.500,-
Sponsors receive a wide range of products, services and information to enhance their branding through our media. Contact us for more information: +31 (0)20 635 25 30.
* ROS = Run Of Site * ROD = Run Of Domain, e.g. badkamers.welke.nl or keukens.welke.nl All rates are, unless otherwise indicated, based upon CPM.
16.
site overview: advertising position advertorial/sponsorship position
specifications online - welke.nl
advertising & sponsoring
The minimum order amount is € 1,000. The landing page of the advertisements needs to open in a new window. With the advertisement, a proper click through url needs to be supplied. When flash is used, always supply a backup gif. When flash is used, add the clickTag code to the file instead of the click through url.
general conditions
Underdelivery caused by late submission of advertising materials will not be reimbursed. In case of underdelivery, WELKE. is allowed to expand the agreed upon positions in order to obtain the agreed amount of impressions for the campaign.
The size of the supplied advertisements should be according to the AIB standards. Your advertisement should be supplied as a gif, jpg or swf file. The approved materials should be emailed no later than 3 days before the commencement date to banner@welke.nl. Rich Media materials should be emailed no later than 5 days before the commencement date to banner@welke.nl. Should you use DFA, you have the option to supply us with Internal redirects. Should you use any other ad management system, please supply us with the standard/javascript tags.
submission SPECIFICATions
Should you submit a flash campaign, please follow the following procedure, to ensure that clicks can be measured properly:
CLICKTAG IMPLEMENTATIon
1. finish the graphical setting of the flash file 2. check the expression box 3. set window as _blank clickTag: on (release) { getURL (clickTag,”_blank”); } or on (release) { getURL (_root.clickTag,”_blank”); }
Banner:
of the 180 pixels, 120 are the expandable part and 60 are the regular banner. Expand downward. If the banner should also expand upwards, a correct 3rd party tag containing this effect must be supplied.
Skyscraper: of the 360 pixels, 240 are the expandable part and 120 are the part for the regular ad. Expand to the left or to the right, upon your request. Should the ad expand to both the left and the right, a correct 3rd party tag containing this effect must be supplied.
EXPANDABLE ADVERTizing
Rectangle: of the 672 pixels, 336 are the expandable part and 336 are the part for the regular ad. Expand to the left or to the right, upon your request.
MEDIAKIT 2011
Would you like to know more about our media products, our rates and the technical specifications? Please feel free to contact us on sales@welke.nl or +31 (0)20 635 25 30.
www.bereikmijndoelgroep.nl WELKE. - Grasweg 63-65 - 1031 HX AMSTERDAM - Postbus 36302 - 1020 MH AMSTERDAM T +31 (0)20 635 25 35 - F +31 (0)20 635 25 39 - info@welke.nl
All rates in this document are excluding VAT. All rates can be made subject to price changes, should such be deemed necessary. All our offers and contracts are subject to the Terms and Conditions of Media Mij. bv, filed with the Dutch Chamber of Commerce Amsterdam under number 34230744. A copy is available upon request or downloadable from www.welke.nl.
Š 2010 - Media Mij. bv - all rights reserved.