Addictive Magazin
Paper magazine Stockholm, Sweden
Po Box 3009, 111174
Email: addictive@addictive-magazin.com
- Category: Advertising/Marketing, Interview
- Periodicity: Tri-Annual
- Language: German
- Circulation: 1,500
- Price: 12 €
- Web: http://www.addictive-magazin.com/
Exclusive Interview
1.500 copies pre-ordered
What is your magazine about?
Addictive magazine is about advertising – the best print & outdoor ads of the german-speaking advertising market. Plus interviews and portraits of interesting ad personalities ond/or agencies.
Who’s behind the project? Tell us about the founders, their backgrounds and their motivations!
In 2003 the Scandinavian Advertising awards were founded by Robert Langenberger, an Austrian former Springer & Jacoby – advertiser who moved to Stockholm. Based to the love to good advertising and the lack of an comprehensive collection, addictive was founded in October 2004.
How do you produce one issue? How much time do you spend on it? How big is your team?
Addictive is limited to max. 1500 copies. Addictive is just available on preorder via ww.addictive-magazin.com. therefore it is possible to print the exact number of required copies. On issue needs at about 5 weeks of work plus several hours of after-sales activities.
What have been the important steps in the life of your magazine?
1) The number one – and receiving good PR for it. Otherwise it would have been impossible to get into the heads of the advertisers.
2) The concept of pre-order, which makes it possible to calculate the precise circulation.
3)The support of leading Cds, Ads and Cws as well as many agencies…
What are the difficulties you are confronted with? What would be “the” thing to help the magazine to improve?
Constant PR is hard to get. Number 4 is not as interesting / new as number 1.
Where do you want the magazine to be in five years?
Magazine should be an institution in the advertising community, with a good number of subscriptions and some orders from outside Germany/Austria/Switzerland.
Tell us about your audience! Who are the readers of your magazine?
Mostel advertising professionals – employed or free. But also some advertising freaks that do not work in the ad industry – pharmacists, bar owners, employees…
Is remaining independent important to you? Is it part of the strategy?
Having a circulation of 1500 makes independece necessary. A cooperation with a relevant media house would increase the possibility to meet interested potential customers. We´ll see…
What’s your relationship with advertisement? Does it influence your content? Do you care about advertising-driven-editorials?
Addictive consists of advertising only. But no one has to pay to have an ad placed in addictive. Except the advertisers that use addictive as a platform to advertise their product to the ad community, of course.
Do you think that magazine readers still need to watch TV?
Magazines are great, beautiful and nice to have. But for the quick news tv or internet is the only alternative.
Which is your relationship with your printer? Does he play a main role in your development?
Of course. Having a circulation of 1500 max makes it impossible to work with most printers – finding the right one is a must for this kind of magazine.
Which magazines did influence you most? What are you looking for in other magazines?
There are many great magazines on the market – the most interesting thing is either a great layout or great contents. In my poit of view, one magazine that combines both is GQ Germany. I can buy a mag for it´s beautiful or for it´s interesting..
What do you think of your issue 01, when you look back at it?
Some mistakes, but quite ok. Experience has increased since then , but no.1 was great – no question!
How many magazines do you buy / get / read each month? Do you qualify yourself a maniac?
Buy/get: 15-25, but Read / Have a look at: > 100. Maniac: no, don´t think so. When starts the maniac? Compare with s.o. who plays video games 24h / day. Is that a maniac? Yes? Then I am not a maniac. But I have a 2.4m magazine – tower at home…
E-mail interview from “21.09.2005”. © Colophon2007.com – Mike Koedinger Editions SA (Luxembourg)
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