Germany: Magazines introduce seasonal advertising rates

Following lively discussions last week, German publishers have now decided to introduce seasonal advertising rates after all. According to a report in the industry trade journal Werben und Verkaufen, the pioneers include medium-sized companies as well as large publishers. The Association of German Magazine Publishers (VDZ) is now adapting the procedure for publishing prices due to the changed situation.
In future, there will be double-entry bookkeeping. In addition to the newspapers that operate as before, the magazines that charge seasonally will be marked separately in new overview lists. However, an average price calculated from two to three time zones will be shown.

The seasonal rates, which apply to all format sizes and special advertising formats, will be detailed from mid-September. The complete rate information should be available from October 1.