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  • ADAC Motorwelt – Easy. Safe. Move.

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    "ADAC is consciously shifting its focus to offering premium quality through the new Motorwelt in communicating with its over 21 million members. The club magazine provides readers with the latest test reports from ADAC engineers and exclusive features that showcase the most important tends from the world of mobility, and thus serves to surprise them.

    ADAC Motorwelt’s new identity: We serve as a guide to our members on the road to the mobility of the future – staying informative, taking a critical approach and maintaining a positive tone. Always credible and reflective of the requirements of daily life. Quality creates relevance among the target audience." Martin Kunz (Editor-in-Chief of ADAC Motorwelt)

    Main target audience

    Age

    52,0 % 35 - 59 years

    Gender

    53,0 % Men

    Net Income

    65,0 % > 3,000 EUR

    Education

    70,0 % Secondary school, no A levels, A levels, no degree, A levels, degree

    Key data

    Frequency of publication 4 x a year
    Base price (1/1 4c page) 59,900 EUR
    Copies sold 5.00 m
    Total readership 12.77 m
    Editorship Martin Kunz

    Detailed readership profile

    Gender

    Mill. % Index
    Men 9,75 76,3 155
    Women 3,02 23,7 47

    Age

    Mill. % Index
    20 - 29 years 0,85 6,7 48
    30 - 39 years 1,64 12,8 87
    40 - 49 years 2,44 19,1 125
    50 - 59 years 3,27 25,6 135
    60 - 69 years 2,20 17,2 120
    70 and over 2,21 17,3 99

    Net income

    Mill. % Index
    Below 1,000 EUR 0,30 2,4 33
    1,000 up to below 1,250 EUR 0,22 1,8 40
    1,250 up to below 1,500 EUR 0,51 4,0 62
    1,500 up to below 2,000 EUR 1,14 8,9 72
    2,000 up to below 2,500 EUR 1,55 12,1 89
    2,500 up to below 3,000 EUR 1,52 11,9 104
    3,000 EUR and more 7,52 58,9 133

    Deadlines

    Why ADAC Motorwelt?

  • The new quality promise ADAC Motorwelt has opted for a totally new level of quality with the new concept. The readers expect a qualitatively improved magazine format (paper quality and adhesive binding), an opulent visual language, a wide variety of topics and a new ad concept with a focus on image-based ads. The very positive initial market research results clearly demonstrate that this is the right direction.
  • The strengths of the new sales concept We are also heading in a fresh direction with the new sales concept using EDEKA and Netto supermarkets. This means in future, ADAC members will be reached in their day-to-day lives across almost all of Germany. The figures speak for themselves: 12.9 million ADAC members have already done their main shopping at EDEKA or Netto supermarkets in the last three months. An added bonus is that this sales concept will mean future ADAC Motorwelt readers will make the conscious decision to pick up a magazine, meaning a strong interaction with the new magazine is to be expected.
  • A wide range of topics and recurring exciting sections offer almost every industry the right environment for your brand communication.
  • Mock-Ups of the new magazine

    The new ADAC Motorwelt - innovative lead medium in a mobile world

    People’s understanding of mobility is changing. And the new ADAC Motorwelt is changing with it. Society’s new mobility requirements will form the thematic focus in the future. This means that the new ADAC Motorwelt will develop into an innovative, leading medium in this new, motivated society.

    The new editorial concept:

    • Is substantial, in-depth and offers a promise of very high-quality performance.
    • Contains an impressive array of high-quality photojournalism, VIP insights, interviews, a revamped service section and much more.
    • Takes inspiration from seasonally relevant content. 
    • Impresses with a significantly upgraded look and layout.

    Regional Magazines

    Different regional magazines are distributed with ADAC Motorwelt in the following regions:

    1. The North [* Schleswig-Holstein, Weser Ems and Hansa incl. Mecklenburg- Western Pomerania]
    2. North Rhine-Westphalia [* Eastwestphalia-Lippe, Westphalia and North Rhine-Westphalia]
    3. Hesse Saarland Rhineland-Palatinate [* Middle Rhine, Palatinate, Saarland and Hesse]
    4. Baden-Wuerttemberg [* North Baden, South Baden and Württemberg]
    5. Bavaria [* Northern Bavaria and Southern Bavaria]
    6. Berlin-Brandenburg [* Berlin and Brandenburg]
    7. Saxony Thuringia [* Saxony and Thuringia]

    The regional magazines will be published in different editions depending on the size of the area.

    (*participating regional clubs. The regional clubs of Lower Saxony and Saxony-Anhalt do not participate)

    The new sales concept

    The sales concept of the new ADAC Motorwelt is based on assertive and significant placements in retail. The new magazine will be made available at the following locations in the future:

    • 9,195 EDEKA and Netto supermarkets
    • Across Germany at over 300 ADAC branches, ADAC travel agencies and ADAC driving safety centres

    The new ADAC Motorwelt is free exclusively for ADAC members if they present their membership card.

    The ADAC accompanies the launch with an awareness-grabbing marketing campaign with TV, radio, print, digital and POS measures.

    Suitable topics and/or platforms

    Sonderthemen, Themenspecials und weitere Werbechancen liefert Ihnen der BCN-Umfeldplaner EN

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    Sources: Key target group ADAC members: b4p 2019 (basic totality: German speaking 14+ years) | Prices valid from 01.01.2020 | Sold circualtion = print run (publisher's statement) | subject to change