Country lust

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Country lust
logo
description Lifestyle general interest magazine
publishing company LV-Publikumsmedien GmbH & Co. KG
Headquarters Muenster
First edition October 2005
Frequency of publication bi-monthly
Sold edition 832,998 copies
( IVW 2/2020)
Widespread edition 836,170 copies
( IVW 2/2020)
Editor-in-chief Ute Frieling-Huchzermeyer
Web link www.landlust.de
ISSN (print) 1863-8074

LandLust is a lifestyle - interest magazine from the segment of home, garden and cooking magazines and there since the end of 2009 the market leader . In the same year it was one of the 20 highest-circulation retail magazines in Germany. The magazine has been published every two months since October 2005 by Landwirtschaftsverlag Münster . Since July 2016, Landlust has been published by LV-Publikumsmedien GmbH & Co. KG, a company of Deutsche Medien-Manufaktur (a joint venture between Landwirtschaftsverlag Münster and Gruner + Jahr ).

Ute Frieling-Huchzermeyer is the editor-in-chief .

readership

The magazine appeals to the well-off and affluent, “nature-loving, value-conservative readership” with a high level of brand and quality orientation. The readers of the magazine are predominantly from the age group between 40 and 60 years, 72% women and 85% live in places with less than 100,000 inhabitants (around twice as often as the total population), 70% live in their own home, 83% own a garden.

Content, language and presentation

The booklet deals with five topics: garden, kitchen / recipes, rural living, rural life and nature. The focus is not on the sensational and exotic, but - in the sense of relaxation from everyday life, " decelerating ", " simplify your life ", " back to nature ", seeing the special in the simple - on calm and detailed observations of the everyday. The language of the articles is simple, descriptions are characterized by an appreciative attitude and convey an emotional, homely and wellness atmosphere. Problems such as climate change , factory farming and species extinction are ignored. The external presentation emphasizes the content of the statement. Screaming colors and high gloss are avoided, instead "loving imagery" is used and matt, non-slip paper is used.

Edition

The rest of the LandLust has consolidated after a very successful ascent to 2012 in recent years and lost sales. The number of copies sold has fallen by 21.9 percent since 2013. It is currently 832,998 copies. This corresponds to a decrease of 233,878 units. The share of subscriptions in the circulation sold is 42.4 percent.

Development of the number of copies sold
Development of the number of subscribers

Market position

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In the second half of the 2000s, “Landlust” was one of the few print products that was able to increase its circulation considerably. The proportion of “hard” circulation in subscription and individual sales (excluding special sales, free advertising copies and the like) is 96.9%.

With 886,355 copies sold in the 4th quarter of 2011 (IVW), Landlust also overtook the star for the first time (816,961 copies sold in the same period). Trend researcher Peter Wippermann attributed this success to people's longings: “If you realize that this magazine - which comes from an agricultural publishing house and has no news value, but reports on traditions that have disappeared and mystifies nature - has a higher circulation has as the once largest illustrated star, then you get a rough idea of ​​what people in Germany dream of. "

In March 2009, the magazine was awarded the “Brand Award 2009” as “Best New Brand”, which is presented by the German Marketing Association's “Sales Management” magazine for “excellent brand management”.

The success of the magazine led to several copycat products, none of which, however, have achieved comparable success so far.

LandLust TV

On December 4, 2011, the 90-minute LandLust TV format started on the regional TV channel NDR Fernsehen . This licensed offshoot of the magazine is produced on behalf of the NDR by the Berlin production company Medienkontor. The slot was always on the first Sunday of each month during prime time at 8:15 p.m. Already on December 23, 2012, it was replaced on NDR television by the television program Mein Schöne Land TV , a cooperation between Hubert Burda Media ( My Beautiful Land ) and NDR.

Web links

Individual evidence

  1. ↑ Landlust exceeds the important sales mark of 600,000 copies for the first time. Press release Proplanta, February 14, 2010.
  2. ↑ Landlust - General information. DMM-Verlag, accessed on June 26, 2017 .
  3. ↑ Uwe Mantel: Joint Venture - Green light for G + J and Landwirtschafts-Verlag. June 14, 2016. From DWDL.de, accessed on January 23, 2019.
  4. ↑ Ute Frieling-Huchzermeyer, according to Idylle on the magazine shelf. stern.de, October 17, 2008.
  5. ↑ Our reader structure. (No longer available online.) Landlust, archived from the original on June 9, 2017 ; Retrieved June 26, 2017 . Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. @1@ 2Template: Webachiv / IABot / media.landlust.de
  6. ↑ A well-being magazine with no edges ( memento of the original dated February 4, 2010 in the Internet Archive ) Info: The archive link was automatically inserted and not yet checked. Please check the original and archive link according to the instructions and then remove this notice. , sueddeutsche.de, December 1, 2009. @1@ 2Template: Webachiv / IABot / www.sueddeutsche.de
  7. ↑ Publisher information / title portrait. (No longer available online.) Landlust, January 1, 2016, archived from the original on August 9, 2016 ; Retrieved June 26, 2017 . Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. @1@ 2Template: Webachiv / IABot / media.landlust.de
  8. ↑ The Country Cash Cow. taz, June 26, 2009, accessed June 26, 2017 .
  9. ↑ according to IVW , ( details on ivw.eu )
  10. ↑ according to IVW , second quarter 2020 ( details and quarterly comparison on ivw.eu )
  11. ↑ according to IVW , fourth quarter in each case ( details on ivw.eu )
  12. ↑ according to IVW , fourth quarter in each case ( details on ivw.eu )
  13. ↑ Figures recorded by the IVW. ivw.eu, accessed on July 20, 2012 .
  14. ↑ Violetta Simon: What trends say about us. sueddeutsche.de, December 15, 2011, accessed on July 20, 2012 .
  15. ↑ Brand Award goes to Landlust. Advertise & Sell , March 18, 2009.
  16. ↑ Stefan Winterbauer: The flood of "Landlust" copies. August 11, 2009. Retrieved July 20, 2012 .
  17. ↑ Good things from the province: Tinkering, tinkering, digging. the daily newspaper , December 2, 2011.
  18. ↑ NDR format Landlust TV: knitting bed shoes and horseradish healing powers. Süddeutsche Zeitung , November 15, 2011.
  19. ↑ Warm udder Bullerbü idyll on the new Landlust TV. Die Welt , December 4, 2011.
  20. ↑ NDR swaps "Landlust TV" and gives preference to Burda. HORIZONT Online , October 31, 2012.