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“We are looking forward to the cooperation with Prosieben and Germany's Next Topmodel”, says Elfi Langefeld, Managing Director BurdaStyle Luxury. “Harper’s Bazaar is the world’s oldest fashion magazine and has always stood out for its special covers. They embody - as does the brand, a unique, multi-faceted, courageous and stylish attitude – always accompanied by that special something. We look forward to translate this attitude together with the finalists of 'Germany's Next Top Model', and finally to present the winner in a special staging on the cover.
The partnership was established on the basis of a new cooperation between ProSiebenSat.1 and BCN. Print and TV are also working hand in hand when it comes to marketing the new format.
Harper's has the highlights
Over the past 150 years the most important top models of their time graced the cover and fashion spreads of Harper’s Bazaar. Among them are photos of Kate Moss taken by Peter Lindbergh or photos of Linda Evangelista. The model wrote recently that Patrick Demarchelier’s cover photo showing her in John Galliano’s couture robe for Christian Dior in the January issue 1995 changed her life.
The highlights of this year’s covers of the German edition include international top models such as Joan Smalls, Martha Hunt and most recently Stella Maxwell, friend of Kristen Stewart, in Prada in the November issue as well as currently Victoria's Secret model Elsa Hosk in the double issue December / January.
The winner of GNTM will be staged by Harper's Bazaar editor-in-chief Kerstin Schneider for the cover of the big Harper's Bazaar double issue in June / July. The magazine will be available immediately after the show.
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Brands you love
“We've combined two areas with similar mechanisms, providing customers with a holistic approach of content and influencer marketing. With Brands you love customers benefit from the credibility of the consumers and the reach of well-known influencer.” Nina Zimmermann, Managing Director tracdelight GmbH, a subsidiary of BurdaStudios.
Advertising customers are already convinced: for the fragrance “So Pure” by s.Oliver, the team implemented a photo challenge around the trend topic Hygge in cooperation with the partner SevenOne AdFactory - the 360 degree marketer of ProSiebenSat.1. The Instagram postings of 500 participants were played out as part of a digital-out-of-home campaign in Berlin, Düsseldorf, Dortmund and Vienna.
Brands you love bundles two successful offerings: the Burda platforms, which have been operating under the “Freundeskreis” brand since 2008, constitute the largest WoM offering among German publishers. Well-connected consumers, so-called micro influencers create earned content here. Established in 2007, the Tracdelight network connects macro influencers who, as real social media stars, reach millions of consumers - with the brands of advertising customers.  
The new unit defines itself as a full-service provider: the portfolio includes WoM campaigns, social challenges, product sampling, Instagram and blog promotions. The branding of the campaign with the Burda media brands Freundin, Bunte or Fit for Fun ensures maximum exposure and reach.
The success of the influencer campaigns is measured by automated tracking. Customers can directly access the contact and engagement metrics of their campaigns (performance metrics) via a dashboard.
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New Leadership Team for BCN
Susanne Müller (39) will occupy the position of Director Client Services. She has already been responsible for the central interface to more than 3,000 advertising customers from seven industries as deputy director for one year now. At the same time she leads the teams responsible for the industry branches automotive, telco & electronics. Susanne Müller has been working in the agency and media industry for more than 15 years and has been with Hubert Burda Media since 2005. For BCN she initially worked in the regional agency and customer business and then took over various management functions in the central key account management.
Bernd Picker (49) joins BCN on 1 October 2017 and comes from Handelsblatt Publishing Group. He will take over the position of Director Media Sales and will bear responsibility for the interface unit to media agencies. As Sales Director of Iq Media – the central marketer of VHB - he was responsible for the national and international business. Bernd Picker will be responsible for BCN’s four agency locations: Düsseldorf, Hamburg, Frankfurt and Munich. All four agency units have a de-centralized structure and are each managed by a Head of Media Sales.
Mandy Schwab (44) will support the BCN team as Director Next Media starting 1 October 2017. She assumes responsibility for the entire digital marketing service offer of BCN. Mandy Schwab’s former employer was AOL Germany, where she has been responsible for the operative and strategic sales management of the entire portfolio as Sales Director D-A-CH since 2016. Prior to that, she held various sales management positions with Microsoft Deutschland, Axel Springer and Endemol.

"We look forward to welcome our new colleagues – every one of them a recognized sales and marketing expert. This leadership constellation will emphasize even more clearly BCN’s potential vis-á-vis customers and agencies in the competitive environment and consolidate its position as number 1 in the magazine market.” Burkhard Graßmann, BCN Managing Director

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TV Spielfilm plus turns products into real eye-catchers
In the print version, a visual die-cut directs the eye of the reader to the motif on the next page - the advertised product becomes thus a real eye-catcher. The digital part uses a poster-like in app slider as first mover ad.
The advertising presence achieves maximum exposure and places the advertised product into the centre of the reader‘s / user’s attention in an exceptional way without disturbing the reading flow. Advertisers can benefit from the concentrated reach of print and mobile. The offer is available and can be booked immediately.
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LAE 2017: FOCUS belongs to the top group of decision-maker media
FOCUS is also convincing in terms of economic planning. An excellent basis for your successful communication to top potentials! Use FOCUS to win over investment decision-makers and discerning consumers for your offer!
LAE: The most important results at a glance
Which quality media can score points with decision makers? How will the print coverage develop? Find out all about it in the latest LAE brochure.
FOCUS has a far-reaching coverage: within its competitive environment FOCUS belongs to the leading decision-maker media group in the LAE, having coverage of 20.1%.

FOCUS is economically efficient: FOCUS provides efficient access to top target groups. In the professional group of the self-employed, FOCUS is the title with the highest coverage and also the most cost-effective title in the competition.



]]> Thu, 03 Aug 17 10:07:00 +0200 with a new look and feel and new topics
·         Responsive design for the best possible display on all end devices
·         Clean, user-friendly interface and clearly structured navigation including five
·         Channels: COUNTRY, LIFE, PEOPLE, LOVE and MORE…
·         Visual click fun due to countless images and strong visuals
·         Every day new inspirations, local reports & exclusive interviews – all very well-researched
·         Individuality by means of tagging – users determine their own stream
We will be happy to make you an attractive re-launch offer. Please download the fact sheet on the right-hand side of the site.
]]> Tue, 25 Jul 17 11:52:00 +0200 extends its portfolio
“Over the last few months we have significantly scaled our team and alongside journalistic experts we also expanded our data analyst team. Our aim is to become Germany’s most relevant content destination for women. Our user tests have shown that registered strong performance metrics in terms of reach and user engagement with content topics such as fitness, family, fashion, beauty. It seems we offer our users exactly what they are looking for.”
Nina Zimmermann, Managing Director BurdaStudios
Commercial partners can also benefit from the authentic topic environments for their products. Such a credible integration into the editorial contexts is possible especially in the case of native advertising and branded videos.
The brand already reaches almost seven million unique users (AGOF 3/2017) and an average of more than 29 million visits (IVW 5/2017). The videos count almost 13 million views on and up to 30 million via social media, making one of the largest German video publishers on Facebook. Consistently high engagement rates prove the brand loyalty of the users. With the thematic expansion, intends to once again significantly increase all these key metrics.


]]> Thu, 06 Jul 17 15:47:00 +0200
Burda founded b.famous content studios
The central task of the new company is to develop creative ideas and cross-media campaigns as commissioned by and according to the briefings of Burda's advertising customers. The b.famous content studios are part of Burda's creative performance spectrum and are closely linked to the media portfolio of the company - from print to digital and social media as well as the major event platforms. Through this proximity, advertising companies are increasingly benefiting from the content and target group expertise of the Burda media brands.
The idea of the b.famous content studios evolved in the business unit of the national media brands of board member Philipp Welte as an answer to the increasing challenges of advertising customers. “Our customers win the struggle for consumer attention by the same means as we do: creativity”, Philipp Welte says. “On their way to success, brands need fascinating stories in high-quality journalistic environments – they find both via our Content Studios.”
Managing Director Christine Fehenberger explains: “B.famous content studios develops more than advertorials and native advertising, namely unique creative leitmotifs for content-driven multichannel campaigns.” The focus of these campaigns lies on the interests of readers and users. “We place the consumer at the centre of communication and target him accurately via the Burda editorial platforms.”
BCN Managing Director Michael Samak adds: “Commercial content that is presented in an interesting and relevant way to the consumer must not be inferior in quality to the editorial content – even if it is marked as such. They support the emotional bond between brands and their target groups and create trust.”
The b.famous studios take up work immediately. Christine Fehenberger is currently building the team of creative professionals, journalists, copywriters, concept designers, designers, channel strategists and planners. The new Burda subsidiary is located in Munich.
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2. Health Lab by Burda
Burda board director Philipp Welte emphasized in his introduction and welcome speech to the Health Lab the parallel between the fundamental changes these two industries are facing due to digitalization. The media and the healthcare sector are both facing huge challenges: “We are all looking for strategies that lead to economic success in the 21st century and in the struggle for future, technology is a decisive factor”, says Welte.
Strategies for the health care sector
What is the impact of digital technology on the health care sector? Which business models will be replaced or complemented? How does the “smart patient” change the health care communication? All these questions were at the forefront of the 2. Health Lab by Burda. In an attractive mix of networking, presentations and a “private expo” of founders and thinkers the Health Lab by Burda offered its guests interesting and multi-facetted insights into the near future of the health care market and the in-depth changes it is undergoing. Dr. Oliver Leisse, Managing Director and founder of the trend research institute “see more”, demonstrated in an impressive way the changed conditions under which physicians, pharmacists, medical technicians and the pharmaceutical industry have to turn their products and business models as well as their way of thinking and working upside down in order to have a future. Prof. Dr. Doris Schaeffer from the University of Bielefeld presented a study on health literacy, which has shown an extreme deficit in the health competency of the population in Germany. In this context, the scientist complains of a lack of comprehensibility of health information, which needs to be improved especially with the help of digitalization.
Technology-driven innovations determine the future
Dr. Florian Weiß, Managing Director of Jameda GmbH the leading online physician rating platform referred to the changed physician-patient relationship due to digitalization. “Medical practices that do not reach their patients via the Internet will not survive”, Weiß says. Jameda wants to assist physicians in the digitalization of their relationships with the patients and has acquired the company Patientus at the beginning of 2017. This provides a secure infrastructure for online consultation hours, which are to be reimbursed by statutory health insurance funds for physicians starting from mid-2017 onwards. The concluding highlight of Health Lab 2017 was the presentation of Prof. Dr. Gunter Dueck, mathematician, former chief technology officer at IBM and “out-of-the-box” thinker. Dueck commented on the digital disruption phenomenon from a completely different perspective. Humorously but concise and to the point he presented his ideas to improve the world, especially in the health sector. In a “Private Expo” area, Health Lab guests were able to inform themselves on products and services offered by innovative eHealth start-ups: Kaia Health presented an app-based therapy for the relief of chronic back pain, Preventicus displayed developments such as the “Heartbeats” app, Smart Patient showed the app “MyTherapy”, Moodpath an app for early detection of depression, or the Icaros Challenge, a multi-dimensional mobile simulator, which trains through virtual reality body and mind.
High relevance and resonance
“The 2 Health Lab by Burda was a very successful sequel of the premiere in 2016”, Kay Labinsky, initiator and BurdaLife Managing Director rejoices. “The number of participants, experts and decision-makers at the Health Lab has doubled compared to last year. This confirms the high relevance of such an exclusive platform for the future of the health care market and also our mission as media & tech company to assume a leading role in this respect”, emphasizes Labinsky. “The health care sector is already today a top revenue generator and will dominate the advertising market in future especially in view of the demographic developments,” BCN Managing Director and host Michael Samak says. “Burda reaches via its media brands about 53 million consumers in Germany and sells about 320 million magazines per year. Burda, in particular, has a journalistic core competency in the field of health and offers the optimal advertising solutions for the target groups of the health care sector,” says Samak.
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BCN #clientsfuturetrends

Automotive communication becomes cooler, more stylish, younger

“The campaign displays a completely new tonality: human, spontaneous, young – being thus the opposite of the current communication trend in the automotive industry. In order to develop such a campaign, at least two actors are needed - an agency that has a strong idea, and a customer that is prepared to accept it” – this is how Michael Samak, Managing Director of BCN and initiator of the event greeted Natanael Sijanta, Director Marketing Communications Mercedes-Benz Cars and Matthias Schmidt, Managing Director of the agency Antoni
How did the idea for the campaign emerge?
“Young professionals living in the Berlin districts Central Berlin and Prenzlauer Berg drive up in front of a laundry with their BMW 1 series every Saturday to bring their shirts of the previous week to the cleaner’s and pick up fresh laundry. They are in their early thirties and think about buying their own flat, marrying, having children and maybe also about buying a smart car. These young people have actually the same bourgeois goals as their parents, but things are a bit different today. This is when the idea: ‘grow up and drive Mercedes’ emerged” Matthias Schmidt, Managing Director of the agency Antoni says.
Between brain and heart
The “Grow-Up” campaign reflects not only the new compact product line of the car manufacturer, but also the basic attitude of the company:
“We at Mercedes are currently experiencing exciting times with a brand that has strongly developed: it is younger and more modern; the products are addressing both the brain and the heart. It is the bipolarity between intelligence and emotion. We have developed a brand that represents modern luxury” Sijanta, Director Marketing Communications Mercedes-Benz Cars explains.
Modern luxury was the topic of the subsequent discussion with Samak, Sijanta, Schmidt and Hans Fink, Managing Director BurdaStudios and Miriam Stein, Features Director Harper’s Bazaar. But what does modern luxury really mean?
Become part of the customer’s lives
“An essential aspect of modern luxury today is time”, said Sijanta. “To take one’s time, to respect and value the time of the others and use it in a sensible way.” Miriam Stein interpreted modern luxury in terms of the future: “We live in a world, in which visions of the future have become more and more difficult. This is why the perspective gained in importance: we are not only looking at the present or tradition, but we also considering how the future will look like and build visions, create trends and speak to the heart.”  
Modern luxury is a trend of the younger target group. “In order to address young people we focus on innovative event and video formats – as well as younger protagonists, such as Felix Jaehn at the Bambi Awards last year”, Hans Fink explains. Mercedes also finds new ways to address the younger target group: “Social media plays an increasingly important role in our communication”, Sijanta admitted. “We want to become part of our customer’s lives and get in touch with them via various touch points.”
Relevant content
If brand communication becomes increasingly digital, what role does print play in the communication mix? - Samak asked. Sijanta: “It depends on what we intend to achieve with the customer, which touch points we choose and then play out our messages. Digital play-out focuses increasingly on mobile devices, which means that only small screens are available to us. Therefore, we still value big format visual effects as they are to be found in print magazines.”
Against the background of the increasing use of ad blocks, however, the content is becoming more and more important in the brand communication of Mercedes: “In future the success of our campaigns depends greatly on the intelligent use of data, so that we will be able to play-out relevant content for the customers in a more specific and personalized way. We have to rapidly switch to a 1:1 communication with the customer and develop with the support and expertise of the media new native ad and dialogue formats”, Sijanta explains.
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BCN & Deutsche Post: Trend-Setting in Print
Native Advertising
The two media brands are presenting Deutsche Post as an innovative company in a 12-page special integrated into the magazine SUPERillu and in a booklet inserted into the magazine FOCUS. Whether transporting packages with mini helicopters or environmentally friendly e-bikes and street scooters - Deutsche Post is ground-breaking with the range of its innovative products. The Innovation Report provides the perfect frame for the communication of complex topics in the form of native advertising and explains the business of the largest parcel and mail delivery service provider in Germany. The commercial content seamlessly integrates into the advertising environment after being edited and adapted to the layout of the respective magazine.
Focus presents Deutsche Post in a special edition by means of info graphics.
SUPERillu, the most widely read magazine in the East German federal states also aligns the content of the special and integrates an article on DHL’s European aviation hub in Leipzig. According to the brand essence, the articles focus on the people at Deutsche Post. The product was realized by MediaSolutions. FOCUS conveys the content around Deutsche Post DHL AG in the well-known manner of the news magazine – making use of many info graphics and short, witty texts.
Sustainable communication
“Only print can offer this successful combination between native advertising and uncomplicated user scenario. Topics that require explanation can thus be communicated in a sustainable manner”, Carsten Paul, Client Service Manager Finance & Services explains.
The customer is thrilled and refers to the project as a new benchmark in the commercial partnership with publishers: “The Innovation Report is a really appealing and in every respect target-oriented product, developed in an excellent and professional collaboration” Martin Dopychai, Senior Vice President Post - eCommerce – Parcel says. A further creative day with the Deutsche Post shall take place in the next few weeks.


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New Verticals Available for Booking

We have new verticals available for this purpose: Luxury Fashion andLuxury Beauty. Advertisements that are booked in these verticals appear exclusively in the beauty respectively fashion editorial context on, and Harper’s Soon the offer will also include BUNTE and freundin: Women Fashion and Women Beauty.

Please download details with regard to advertising formats and rates of the verticals on the right-hand side of the site.

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New Record – 5 Million Visits
On the fast track ranks significantly before the digital offer of the direct competitors such as Cosmopolitan, Jolie and Glamour and has even taken over, the fashion portal of is currently focusing in terms of content on live stream and video. Bianka Morgen, Head of Digital says: “We are experimenting a lot – with Facebook live videos for example, but we also developed a good feeling in the meantime about what works with our target group. The most important learning is that you cannot translate print topics into digital on a one-to-one basis.”
And also the social media channels of the fashion magazine show significant growth. Instyle is with its 471,000 Facebook fans the second largest German women’s magazine on Facebook. Instyle has 293,000 followers on Twitter – 118,000 on Instagram.  
Please find further information here.


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“We are reacting to the constantly changing image of men. A strong man is not the only ideal available anymore. Today it is no longer merely power, wealth and eternal virility that counts. Status symbols have become as diverse as our society. Being affluent no longer only involves what you possess. One man is proud of his lovingly restored sports car, while another guy shows off the visa stamps in his passport. Today a modern man’s identity is based on his knowledge, his passions and his experiences. And Playboy is a club for every modern sophisticated man. There is only one condition to get past the bouncer: being relaxed, tolerant and confident.” Florian Boitin, chief editor of Playboy, explains the reason for the changed look
Rheingold’s men’s survey confirms that the masculine image has changed: “The days of glossy unblemished perfection are over. Now authentic mature men are in demand.” Playboy’s classical style has given way to a more natural (erotic) visual language. 

Playboy also has a new improved introduction. From now on, readers get a succinct overview of news and special features from the entertainment, pleasure, style, travel, and cars and technology areas. But the change in its visual language is most striking. Playboy Germany still includes nudes, but it presents them in a more contemporary manner. Readers can look forward to modern, lively and tangible high-quality images. Art director Stefan Müller’s new magazine layout has a modern design: distinct fonts, strong contrast and an opulent but neat page design. There will also be even more reports, interviews and portraits of people living their dreams in the future.
Playboy's new tagline “Everything men love” reflects the new line taken. The magazine does not only offer its readers “fun”, but creates identification. It also stresses the credibility the Playboy brand enjoys with its target audience.
The Playboy lifestyle magazine for men has been successful on the German market for more than 44 years. “Our international partners consider Playboy Germany the best example of establishing a brand successfully outside the US market”, says Mike Violano, senior vice president at Playboy Enterprises.
Playboy’s print edition currently generates the highest circulation numbers, constantly gaining subscribers. The digital transformation is also successful, with the number of e-papers having increased tenfold this year. More than two million people follow Playboy on Facebook, more than 50,000 have subscribed to the weekly newsletter and the website is visited more than one million times a month.


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1. Health Lab by Burda: The successful premiere of a new event format in the health industry
The “Health Lab by Burda” defines itself as an innovative event focusing on the future of the health market. An attractive mix of networking event, lectures and a so-called “Private Expo” of founders and visionaries provides the guests of the “Health Lab by Burda” with interesting and varied insights into the future of the healthcare market.

Responses to the event:
"Great lectures, very good atmosphere and a wonderful opportunity to network.”
(Dr. Jürgen Kreimeyer, Managing Director Marketing & Sales MEDICE Arzneimittel Pütter GmbH & Co. KG)  

“Pure inspiration! In an extraordinary setting.”
(Florian Schmittgall, Managing Director and Shareholder Schmittgall Group)

“This kind of event is exactly what the healthcare scene still needed. It examines the industry from a totally different angle than other events do – any time again."
(Ariane Kaestner, Managing Director and Owner of the Heilerde-Gesellschaft Luvos Just GmbH & Co. KG)
Please find further information in the press realease on
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ADAC Publishing House and BCN announce cooperation in the advertising market
Response advertisements are currently the focus of ADAC Motorwelt’s advertising business and this segment will continue to be the responsibility of the advertising sales team around Ulrich Witt. Through the cooperation with BCN, ADAC will benefit from an improved integration into campaigns - especially of car manufacturers, energy as well as telecommunication companies. For this purpose ADAC Motorwelt will be integrated into the BCN portfolio and will be marketed via the BCN Client Services customer teams structured according to industry sectors as well as the agency teams of the BCN Media Sales department.
“BCN enjoys an outstanding position in the advertising market and has strong relationships with advertisers and agencies, of which we can benefit with ADAC Motorwelt”, said Dr. Carsten Hübner, Managing Director of ADAC publishing house. “We intend to increase our market penetration by combining the marketing strength of BCN with our existing successful activities.” Andreas Schilling, CEO Burda Community Network: “Due to its wide reach and the strong involvement of its readers, the ADAC Motorwelt is a genuine marketing asset and predestined to add value to the campaigns of our advertising customers. We are looking forward to open up new market potential for this product, which is an integral part of the daily lives of 15 million Germans.”
The BCN marketing mandate starts with the International Motor Show IAA.
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BCN assumes marketing for Hearst Magazines International in Germany Mon, 07 Jul 14 16:19:00 +0200 BCN STAGES BOSS FASHION SHOW IN SHANGHAI

The entire campaign for the HUGO BOSS fashion group has been conceived in Germany in cooperation with the Burda Creative Group (BCG) – responsible for conception and creation - and ELLE as international partner.  Seven weeks were planned for the pioneer project for HUGO BOSS and the media agency Havas Media/Frankfurt supported on behalf of HUGO BOSS the project. Silke Grundler, Head of Client Services Fashion & Luxury BCN says: “The international markets gain more and more relevance for our advertising customers in the fashion industry. We are happy to be able to prove that together with BCG and ELLE, we are a premier partner for international campaigns as well.


Please find further information in the press release posted in the download centre on the right-hand side.

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Hubert Burda Media and F+W Media to publish burda style brand in USA and Canada
"burda style enjoys unparalleled renown as the world’s biggest creative fashion magazine. It inspires fashion and sewing enthusiasts into creating their own individual style, offering sewing patterns, tutorials and an active community where modern women can express their unique creativity," says Frances Evans, Licensing Director, Burda International, about the editorial concept of the magazine. is the largest DIY fashion and sewing community with more than 800,000 registered active members and nearly 7 million page views a month.
"We are extremely excited about this partnership. We feel both parties bring a unique expertise to the table that complement each other perfectly. This gives great scope to expand our mutual business in the future, beyond the current agreement,” said Fabrizio D’Angelo, CEO, Burda International.
"To inspire, inform, and educate our enthusiast communities has long been the mission of F+W Media,” said David Nussbaum, Chairman and CEO F+W Media. “We are proud to bring this significant international brand to an entirely new audience of sewers and to use our product creation and e-commerce expertise, to offer an exclusive portfolio of quality products and services these passionate enthusiasts seek. I look forward to the success of Burda Style USA and to working with Hubert Burda Media on further international projects.”
Following a series of significant acquisitions, F+W Media is widely seen as the leading media company serving the multi-billion dollar US and UK craft and sewing markets.
Immediate initiatives for burda style USA include:
• Creation of a burda style USA publishing program; encompassing the Burda Style magazine, various e-mags, books and e-books, as well as themed PDF pattern collections, using interactive content and the extensive library of patterns and instruction programs,
• Growing the US online audience through comprehensive SEO/SEM campaigns, email list optimization, social media activities, editorial promotion, and more
• Developing and launching direct-to-consumer online products and services – including extensive online education programs, a pattern release program with upwards of 20 new projects per month, as well as transactions in sewing related products,
• Creating exclusive burda style USA sewing kits and VIP programs
]]> Mon, 15 Apr 13 09:24:00 +0200
BCN publishes Ad Impact Study: Advertorials are the best form to advertise complex products
In cooperation with LBS, BCN surveyed the impact of different types of advertorials and of a classical 1/1 ad – for one and the same product. A total of 240 test persons participated in the survey. While the classical ad was only associated with the LBS home loan and savings line of business, in the case of the advertorials, the readers remembered particularly well details about the “Wohnriester” topic (building financing with government aid). Moreover, advertorials influence readers in their actions. 56 per cent of the survey participants would go to the website of the company, 65 per cent would request detailed information about the advertised service or product. Advertorials work particularly well, if they are integrated into the layout of the magazine. The strength of classical ads on the other hand lies in raising awareness metrics. Because here the sender of the message is easily recognizable and readers know at once who is advertising for what. “The comparison of the two forms of advertising demonstrates how important it is to choose the appropriate form of advertising in order to achieve the desired impact”, Andreas Schilling says.
Please find the complete study as pdf file on the right side.
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