Lürzer's Archive
Lürzer GmbH
Ads and Posters worldwide
A unique review dedicated to presenting the best new advertising campaigns from all over the world.
Salzburg, Austria
Glockmühlstr. 4, 5023
Email: office@luerzersarchive.com
- Category: Advertising/Marketing
- Periodicity: Every two months
- Language: English
- Format: 205 x 285 mm
- Circulation: 9,000
- Price: 13.50 €
- Web: http://www.luerzersarchive.com
Founded in 1984
Exclusive Interview
"We publish advertisement. It is the content."
What is your magazine about?
Outstanding advertising campaigns worldwide.
Who’s behind the project? Tell us about the founders, their backgrounds and their motivations!
Mr. Walter Luerzer founded the magazine in 1984. He is a founder of three big advertising agencies in Germany and now he is teacher at the University of Applied Arts in Vienna. He always wanted to have a magazine where he can see worldwide advertising, so he founded ARCHIVE.
How do you produce one issue? How much time do you spend on it? How big is your team?
We collect campaigns worldwide and select the most outstanding campaigns every two months. We get about 3.000 campaigns per issue and select 70. Our editorial team is four people.
What have been the important steps in the life of your magazine?
The extension of distribution into Eastern Europe.
Which are the key incredients for the success of your magazine?
1. internationality, 2. only the best of the best
What are the difficulties you are confronted with? What would be “the” thing to help the magazine to improve?
Difficulties to get sometimes the copyright to print the campaign. The thing to improve would be a higher circulation.
Where do you want the magazine to be in five years?
To be distributed in all countries.
Tell us about your audience! Who are the readers of your magazine?
Creatives.
Is remaining independent important to you? Is it part of the strategy?
Yes it is important for us to be independent.
What’s your relationship with advertisement? Does it influence your content? Do you care about advertising-driven-editorials?
We publish advertisement. It is the content.
Do you think that magazine readers still need to watch TV?
Yes and they need to see our other product TV ARCHIVE.
Which is your relationship with your printer? Does he play a main role in your development?
Our printer is also our production manager.
Which magazines did influence you most? What are you looking for in other magazines?
No influence, only the Art Directors Annual, but they are national.
What do you think of your issue 01, when you look back at it?
It was much smaller and not distributed worldwide.
What question did you never ask in your magazine but would have liked to?
Don’t know.
How many magazines do you buy / get / read each month? Do you qualify yourself a maniac?
We subscribe to all major ad magazines. We are not a maniac.
E-mail interview from “07.11.2005”. © Colophon2007.com – Mike Koedinger Editions SA (Luxembourg)
Publisher
Lürzer GmbH
Glockmühlstr. 4, 5023, Salzburg, Austria
Phone +43 662 64 85 85, Fax +43 662 64 85 85 60
Email: office@luerzersarchive.com
- 2044
- 5180
- 2482
- 662
