German magazine media by the numbers.

MEDIA REPUBLIK > news media > WEEKLY NEWSPAPERS AND MAGAZINES: NUMBERS 2021

With 450 publishing houses (member of the VDZ, German Association of Magazine Media), over 7,000 brands and thousands of websites, Germany has one of the most diverse and richest magazine landscapes in the world, consisting of 5,695 trade journals, 1,335 general-interest magazines and 100 titles of the confessional press. More than 9,000 journalists worked for these brands in 2020. Selected data from the VDZ yearly report.

1.335
CONSUMER MAGAZINES

5.695
TRADE
JOURNALS

100
religion
titles

7.130
total
titles

Source: Nielsen, VDZ Trend Survey 2021, Schickler*; represents 2/3 of industry turnover Events.

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Readers and habits.

87 per cent of all Germans aged 14+ regularly read magazines. Both women and men equally. The print and digital offerings of the magazine publishers reach more than 5.2 million readers with each issue.

reader german magazines 2020

Source: Nielsen, VDZ Trend Survey 2021, Schickler*; represents 2/3 of industry turnover Events.

On average, every person in Germany buys 15 magazines a year, for a total of 1,3 billion copies sold.

Source: Nielsen, VDZ Trend Survey 2021, Schickler*; represents 2/3 of industry turnover Events.

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Digital is growing steadily: ca. 21 billion visits were recorded by the magazine brands in 2020 – an increase of 22 per cent compared to the previous year, according to the evaluations of IVW (Information Association for the Determination of the Distribution of Advertising Media in Germany). Still, the majority of readers prefer the printed format.

Distribution channels.

The majority of magazines are sold by retail (52 per cent) – for example at newsstands, in grocery stores and at railway stations or airports. In the supermarkets, the sale of press products, at 2.2 billion euros, generates a higher turnover than apple juice, toothbrushes and the like.

37 per cent of readers receive their magazine by subscription directly to their home or place of work.

Source: : IVW 2020-4

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Turnover.

In 2020, the industry turnover decreased from 20.2 billion euros in 2019 to 18.8 billion euros. However, German magazines were able to increase reader revenue with paid digital content, podcasts, merchandising and other online-based businesses. The decline in revenue in the conference business (-77 per cent) was inevitable in 2020. The print advertising market with -11 per cent and print distribution with -4.8 per cent reflect a yearlong trend, that the pandemic accelerated.

2021-2022: the future is digital and audio.

According to a VDZ trend survey among associates, magazine publishers are cautiously optimistic about their business expectations for 2021.

Revenue increases in paid content (+38 per cent), digital advertising business (+13 per cent), digital sales (+19 per cent) and brand business (+32 per cent) as well as events (+52 per cent) are offset by expected revenue declines in print advertising business of -7.5 per cent and -3.8 per cent in print sales.

In order to leverage additional revenue potential, 71 per cent will continue to introduce new journalistic digital offerings in 2022, 61 per cent new audio offerings. The media companies will also invest in new print products. Accordingly, 36 per cent want to launch new print special editions and 27 per cent new periodical print titles.

Go deeper

VDZ ANNUAL PRESS CONFERENCE 2021

Market data and survey by the German Associatio of Magazine Media, covering consumptions, presence and distribution, print and digital revenues, business expectations.

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