The Keys to the English-speaking Market
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The more you know about the Expat market, the more you will want to know about How To Germany.
The Expat Market is... Large, Affluent, Motivated
It's not often that a marketing executive finds a well-defined and lucrative consumer group. The expat market is one. It means business for you - and How To Germany is the most effective way to reach it.
What's so great about this market? With over 250,000* consumers, the English-speaking expat population has the perfect consumer profile. Don't overlook these consumers: How to Germany can help you do business with them.
Free to the reader, How to Germany was created in 1997 as a result of the demand for information by the expat community. Since then it has become the leading supplier of information specifically written for expats living and working in Germany. It's the only series of English-language "how to" guides nationally distributed to the expat target group.
Distribution is by request only. The magazine is provided free of charge. 27,000 copies are sent to over 750 addresses throughout Germany. Recipients include virtually every major multinational company, embassies, consulates, schools, universities, relocation companies, business and social clubs and organizations, churches and other places.
* The number of residents in Germany from English-speaking nations as of 31 December 2004, not including military:
- Great Britain 96,507
- USA 99,265
- India 41,497
- Ireland 10,093
- Canada 13,172
- Australia/New Zealand 10,832
- South Africa 5,028
(Source - Statistisches Bundesamt in Wiesbaden)
The citizens of English-speaking countries living in Germany are an extraordinary group of people. If they all lived in a single community - an "Expat City" - it would be a remarkable place. Consider a city with these demographics and characteristics:
- Population: over 250,000
- Age: 80% between the ages of 25 and 54
- Annual household income: 51% of the households earn more than more than €50,000 per year, 20% more than €75,000, 17% earn more than €100,000
- Education: 94% have some college, 41.5% a university degree, 40.3% a post-graduate degree
- Gender: 55% male, 45% female
- Family status: 57% married, 35% single, 8% separated or divorced
- Almost no unemployment: work permits are a requirement for expats' residence
- Frequent business and personal travel
- Socially active lives: expats seek each other out through business and social clubs and organizations as well as at the workplace
- Continual turnover: more and more expats are staying shorter periods of time
(Source: How To Germany readership survey)
How To Germany is the key to reaching the residents of the "Expat City." Members of the expat community - as well as those who provide products and services to this community - can use any or all of the cost-effective How To Germany media to get their message out.
