2016 Finalist

Blau

Axel Springer mediahouse

Berlin, Germany

Category New Print Product

Media associated with this campaign

Overview of this campaign

Our goal is to establish the top-quality art magazine on the German print market.
When the first issue of the magazine BLAU appeared in May 2015, it was clear from the start that it was to be the art magazine with the widest circulation published in any German speaking country. The goal, however, is to also make it the most relevant, too. In each and every issue, readers are virtually taken to the studios of the most important artists of our time. Throught in-depth interviews they are able to get to know the iconic figures of contemporary art, but also those important collectors and makers and shakers that move the art world behind the scenes. The editors look out for the relevance in the art of the past and give due space to classics that are timeless. Old masters are introduced a new and forgotten talents are finally rediscovered.
With a broad variety of subjects such as art itself, but also architecture, interior design and lifestyle BLAU combines various topics, puts them together in an appealing layout and in context with sophisticated journalism.
Whether it be the acclaimed American painter Christopher Wool granting the magazine an audience or the pioneer of Minimal Art Carl Andre; fashion icon and patron of the arts Miuccia Prada welcoming the magazine’s editorial team or mega-collector François Pinault, who is otherwise known for his reservation: it may hardly be possible to get closer to any of them than through BLAU.
Our objective at BLAU is it to act as a vehicle and interface between contomporary art and artists and cultural interested people. Providing an unique reading experience while also taking a criticial approach on relevant topics of the art industry makes BLAU a new and relevant brand.
The idea of class, elegance and significance is furthermore supported by the magazine’s design, conceived by prize-winning Art Director Mike Meiré. BLAU, together with its readers, looks forward to the ten exciting new issues to appear during 2016.


Results for this campaign

BLAU enthuses art experts and collectors alike as well as a broader audience interested in cultural matters. They are all equally convinced of the depth of the content and the beauty of its language.
Whether it be celebrated authors such as Florian Illies and Martin Mosebach to contribute to BLAU or leading art critics and essayists such as Beat Wyss, Wolfgang Büscher or Dirk Schümer – all of them make the reading of BLAU an intellectual delight.
Fascinated by the concept of BLAU, we are fortunate enough to have an outstandig team of writers and specalists on board to secure a high-quality reading experience. Editor-in-chief Cornelius Tittel is joined by Swantje Karich, a former writer for the arts section of Frankfurter Allgemeine Zeitung, and Gesine Borcherdt, a regular contributor to publications such as Art Review, artnet and Architectural Digest. Hans- Joachim Müller, the former head of the arts section of Basler Zeitung, acts as BLAU’s text editor while Isolde Berger, who supervised magazines such as Monopol and art – das Kunstmagazin, is head of picture desk.
The results of our copytest speak for its own:
- The engagement with BLAU is long und intense: BLAU is read twice and two-thirds of the readers read the majority of the content. The average reading time is 45 minutes which is particularly long!
- High attention for advertisement is garanted: The long engagement with BLAU leads to high attention values for advertisement, which is on average nearly 80% for brand campaigns.
- BLAU has more than just one reader: Nearly two-thirds of the readers state that BLAU is also read by at least one other person. Thus the actual reach is substantially increased.
Mike Meiré on BLAU:
„I wanted to move gently between stories, enjoying the delicate of each single position – BLAU perhaps marks the return of a culture of subtle distinctions. “


Contact

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