D – HAPTICA® Magazin #01, a new print title by the Cologne-based trade publisher, WA Media, was released on February 7, 2024. The German-language magazine has emerged from the two long-standing and established formats, Promotion Products and HAPTICA®. It bundles their contents and thus addresses both the buyers of haptic advertising tools as well as marketing professionals. It provides 30,000 procurement and sales promotion experts, creative directors, sales people, HR and executive directors with useful information on haptic advertising and merchandising six times a year. An ePaper and the monthly newsletter, HAPTICA® Mail, which replaces the Promotion PRODcast, ensure additional distribution on a digital level.
As a new, central information channel, divided up into the three theme areas “Campaigns & Concepts”, “Products & Ideas” as well as “Knowledge & Facts”, the trade magazine invites readers in the D-A-CH region to gain inspiration as to how companies and brands creatively and successfully convey brand contents, intensify their storytelling and increase recall values. At the same time the HAPTICA® Magazin presents the products of promotional products suppliers in every issue and provides detailed insights into the diversified industry in the form of portraits, interviews and background knowledge.
Heike Pohl, Publication Director of HAPTICA® Magazin, and Dr. Mischa Delbrouck, Editor-in-chief of the publisher, WA Media.
Advertisers not only profit from the high coverage and visibility the magazine brings their own products and services, but also from the extensive and constantly maintained database, which contains personalised contact partners. “It is now even easier for the market participants to present themselves with their respective communication goals due to the diversity of the contents offered – whether in the form of a classic advertisement or attention-grabbing product presentation on a specific focal theme. Editorial topics can now also be used more efficiently, for instance to present black nail varnish in the ‘Target group report: Metalheads’, to show how a teddy bear supports historical journeys through time in the rubric ‘Best Practices’, or to enrich a knowledge theme like ocean plastic with an own product idea, to mention just a few examples,” the Editor-in-chief, Dr. Mischa Delbrouck, explained.
In this way the magazine not only makes haptic advertising and its protagonists visible, it also carries out genre marketing: “On the one hand, we want to provide good arguments as to why promotional products should be implemented and on the other hand simply inspire people to occupy themselves with the exceptionally effective, entertaining and expressive medium, haptic advertising. And of course it is also about informing the readers about concrete product ideas and their source of supplies so that they can experience the impact to and response to haptic advertising first-hand,” stated Heike Pohl, Publication Director of the new print title. She added, “Furthermore, as a practical tool for the promoting industry, HAPTICA® Magazin also contributes towards arousing enthusiasm for this marketing discipline and generating more interest in the medium haptic advertising.”
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