Holzmann Medien

What Holzmann Medien does

Holzmann Medien GmbH & Co. KG is a family-owned German B2B trade media publisher headquartered in Bad Wörshofen, Germany, founded in 1936 by Hans Holzmann and now in its third generation of family ownership under managing publisher Alexander Holzmann. The company operates 16 specialized media brands across five trade sectors — Bau (construction), Cleaning, Fleisch (meat processing), Handwerk (crafts and trades), and Hotellerie (hospitality) — with its flagship Deutsche Handwerks Zeitung serving as the official publication organ for 23 German Chambers of Crafts and distributing approximately 500,000 copies per bi-weekly edition. The product portfolio spans print newspapers and magazines, professional books and training materials, digital portals and e-papers, podcasts, video content, the Handwerker Radio internet station, industry events and awards (including the RWin award), corporate publishing services, and reader travel programs (Leserreisen).

The company runs a crossmedia editorial workflow that integrates content creation across print, online, newsletter, social media, podcast, and video formats, with a documented emphasis on SEO-trained journalism and digital-first traineeship tracks. Revenue is generated through a diversified mix of print and digital advertising (sold via a dedicated Media Sales department), subscription and single-copy sales, e-commerce unit sales of books and Meisterbrief certificate frames (priced €5.90-€279), sponsored podcast and audio content, event ticket and sponsorship revenue, and custom corporate publishing for trade organizations. Distribution occurs through direct subscription, retail/newsagent channels, the Holzmann Medien Shop e-commerce storefront, and institutional channels tied to chamber relationships.

The customer base is heavily skewed toward German SMB craft and trade businesses, with secondary enterprise audiences in hospitality, textile services, and cleaning. Key institutional partnerships include the 23 Handwerkskammern for Deutsche Handwerks Zeitung distribution, DHBW Baden-Württemberg for dual study programs, and the Akademie der Bayerischen Presse for journalist training. Technology infrastructure relies on third-party providers including Cloudflare, Podigee, walls.io, and Usercentrics, with no disclosed proprietary technology platform, AI/ML capabilities, or external funding. The company ranks among the Top 50 economic and trade publishers in Germany and operates with a headcount in the 101-250 range.

Name

Holzmann Medien

Legal name

Holzmann Medien GmbH & Co. KG

Website

https://holzmann-medien.de

Company type

Private

Founded year

1936

Operating status

Operating

Headcount range

101–250 employees

Short description

Holzmann Medien is a family-owned German B2B trade media publisher, founded in 1936, operating 16 specialized brands across construction, cleaning, meat processing, crafts, and hospitality verticals, with the Deutsche Handwerks Zeitung serving as official publication organ for 23 German Chambers of Crafts.

Ownership category

akta.pro rank

Product category

Trade Media Publishing

NAICS

Periodical Publishers (513120), Newspaper, Periodical, Book, and Directory Publishers (5131), Other Publishers (51319)

SIC

Periodicals: Publishing Or Publishing & Printing (2721), Books: Publishing Or Publishing & Printing (2731)

akta.pro primary industry

Business, Finance & Industry Trade Magazines (MPAJAEAM)

Keywords

• Trade media publishing
• Specialized business magazines
• B2B trade journalism
• Craft industry media
• Hospitality trade press

Headquarters

HQ city

Bad

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Infrastructure

Revenue model

1. Print Publishing (Magazines & Newspapers): Revenue from newspaper and magazine subscriptions, single copy sales, and advertising space. Key titles include Deutsche Handwerks Zeitung (approx. 500,000 copies sold, bi-weekly), handwerk magazin, Tophotel, R+WTextilservice, and 12+ other specialized trade publications covering construction, cleaning, meat processing, crafts, and hospitality.
2. Book Publishing: Sale of professional books, training materials, and practical guides for trades and businesses. Products include master craftsman certificate frames (Meisterbrief-Rahmen), workbooks, textbooks, and specialized industry guides. One-time purchase model through the Holzmann Medien Shop.
3. Digital Products & Subscriptions: Revenue from online portal subscriptions, e-papers, and digital-only products. Includes website content access, online news, and digital-only subscription tiers for trade publications.
4. Audio & Podcast Content: Revenue from podcast production and audio content distribution including Handwerker Radio and specialized industry podcasts like Tophotel Today. May include sponsored content and advertising within audio streams.
5. Print & Digital Advertising: Core advertising revenue stream from placing ads in print magazines and online media. Offers various ad formats including banners, skyscrapers, pop-ups, text毫米 advertisements, and sponsored content. Revenue based on circulation, page impressions, or ad placement rates.
6. Events & Awards: Revenue from organizing industry events, awards ceremonies (such as RWin award), trade events, and reader trips (Leserreisen). Includes sponsorship opportunities and ticket sales.
7. Corporate Publishing: Custom publishing services for businesses and trade organizations including custom magazines, newsletters, and branded content production.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels8 records

Core offering

Holzmann Medien is a family-owned German trade media publisher producing specialized newspapers, magazines, books, digital portals, podcasts, video, events, and corporate publishing services. Its 16 brands serve professional audiences across the Bau (construction), Cleaning, Fleisch (meat processing), Handwerk (crafts), and Hotellerie (hospitality) sectors, with Deutsche Handwerks Zeitung as the official publication of 23 German Chambers of Crafts.

Product overview

Holzmann Medien is a family-owned media publishing group operating as a multi-format media company with a portfolio of print and digital products. The core offering consists of newspapers and magazines (Zeitungen & Zeitschriften), books (Bücher), digital products, audio content, video productions, events, corporate publishing, and reader travel programs. The company manages 16 branded sub-products across specialized industry sectors: Bau (construction/flooring), Cleaning, Fleisch (meat processing), Handwerk (crafts/trades), and Hotellerie (hospitality). Key brands include the Deutsche Handwerks Zeitung (Germany's largest craft-sector newspaper), handwerk magazin (only nationwide business magazine for crafts), Tophotel (hospitality leadership), Handwerker Radio (first internet radio for German crafts), and various specialized trade publications covering windows, facades, textile services, and cleaning industries. The portfolio spans print publications, online portals, e-papers, podcasts, video content, and events, positioning the company as a cross-media provider for professional audiences in Germany.

Differentiator

Problem solved

Functional benefit

Brands

• bwd: Trade media brand for floor, wall, and ceiling industry
• Deutsche Handwerks Zeitung
• Die Fleischerei
• EstrichTechnik & Fussbodenbau
• GFF
• Handwerk kompakt
• handwerk magazin
• Handwerker Radio
• HOTEL+TECHNIK
• Mein Tophotel
• R+WTextilservice
• rationell reinigen
• Si
• sicht & sonnenschutz
• Tophotel
• watts up

Products and services

• Deutsche Handwerks Zeitung Germany's largest economic newspaper for the crafts sector; official publication organ of 23 German Handwerkskammern, sold bi-weekly with approximately 500,000 copies per edition, plus a daily newsletter and an online portal among the Top 30 online trade media in Germany.
• handwerk magazin The only nationwide business magazine for the crafts sector in Germany, providing economic news, business management guidance, and political coverage for craft businesses.
• Tophotel Magazine for hotel management covering trends, people stories, and management insights for hospitality leadership, paired with the Tophotel Today podcast.
• Handwerker Radio First and only internet radio station for the German trades sector, producing podcasts and audio content for professional craft audiences.
• Professional Books and Training Materials Professional books, practical guides, workbooks, training materials, and master craftsman certificate frames (Meisterbrief-Rahmen) sold through the Holzmann Medien Shop to trades and businesses.
• Corporate Publishing Custom publishing services for businesses and trade organizations including custom magazines, newsletters, and branded content production.
• Industry Events and Awards Industry events, awards ceremonies such as the RWin award, trade show participations, and organized reader trips (Leserreisen) for covered vertical sectors.
• Specialized Trade Publications Portfolio Portfolio of trade publications including bwd, Die Fleischerei, EstrichTechnik & Fussbodenbau, GFF, Handwerk kompakt, HOTEL+TECHNIK, R+WTextilservice, rationell reinigen, Si, sicht & sonnenschutz, Mein Tophotel, and watts up covering construction, cleaning, meat processing, sanitary/heating, textiles, and energy verticals.
• Digital Products and Online Portals Online portals, e-papers, and digital-only subscription tiers for the company's trade publications, providing professional audiences with online content access and daily newsletters.

Quantifiable outcome

• Top 30 online trade media in Germany (Deutsche Handwerks Zeitung website)
• +3 more outcomes

Named customers7 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• 23 German Handwerkskammern (Chambers of Crafts)coreStrategic or Co-development Partner · 1 January 1936Deutsche Handwerks Zeitung serves as the official publication organ for 23 German Chambers of Crafts (Handwerkskammern), providing the most extensive institutional distribution network in the German craft media sector. This partnership provides significant competitive advantage through official status and institutional reach.
• DHBW Baden-Württemberg (Duale Hochschule Baden-Württemberg)coreStrategic or Co-development PartnerHolzmann Medien partners with DHBW for dual study programs in 'BWL – Medien- und Kommunikationswirtschaft' (Ravensburg) and 'Digitale Medien – Medienmanagement und Kommunikation' (Mannheim). The company is the first state dual university in Germany, providing academic-theory combined with practical media experience.
• Akademie der Bayerischen Presse (Academy of the Bavarian Press)coreImplementation/ SI/ Consulting PartnerRegular seminars at the Academy of the Bavarian Press in Munich for Volontäre (journalist trainees) as part of professional journalism training. Provides external professional development and certification.
• InTime Marketing & Consulting GmbH (Friedrich Streng)minorImplementation/ SI/ Consulting PartnerExternal whistleblower protection office (Meldestelle) operator as required by German Whistleblower Protection Act (Hinweisgeberschutzgesetz), providing confidential reporting channel.
• Meta Platforms (Facebook, Instagram)minorGTM or Marketing PartnerSocial media marketing partnerships through Meta business tools for advertising, insights, and community management on Facebook and Instagram platforms.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• WEKA Media Group: WEKA is one of Germany's largest specialized business/trade B2B publishers, operating multiple trade journals, digital portals, and event series across automotive, construction, and management verticals—closely analogous to Holzmann's German B2B trade-media portfolio and subscription/advertising model.
• Vogel Communications Group: Vogel is a major German B2B media group producing trade magazines, digital portals, and events for industries such as automotive, electronics, and IT—directly comparable in verticalized B2B print-plus-digital trade media and event-revenue model.
• dfv – Deutscher Fachverlag: Deutscher Fachverlag is a Frankfurt-based German trade publisher producing flagship B2B magazines (e.g., Lebensmittel Zeitung, TextilWirtschaft), digital platforms, and events—an excellent peer for Holzmann's verticalized German trade-media strategy.
• Haufe Group: Haufe Group is a German B2B information-services provider combining specialized publishing, online portals, training, and compliance content for SMEs and tax/legal professionals—comparable in B2B niche publishing plus subscription and training services revenue.
• Ebner Verlag: Ebner Verlag is a German B2B trade publisher producing vertical trade magazines and digital content across regional industries—a comparable mid-sized German trade media operator with similar print-to-digital transition dynamics.
• Schlütersche Verlagsgesellschaft: Schlütersche is a Hannover-based German B2B media company publishing trade journals and digital portals for the trades, healthcare, and SME segments—a directly comparable trade publisher in scale and sector mix.
• Georg Thieme Verlag: Thieme is a long-established German professional publisher specializing in B2B journals, books, and digital services for medical and scientific audiences—comparable as a family/owner-led German professional publisher with a strong crossmedia B2B portfolio.
• Motor Presse Stuttgart: Motor Presse Stuttgart is a Stuttgart-based German specialty publisher running vertical magazines (mobility, lifestyle, leisure) and digital platforms—an equivalent German mid-sized publisher with a similar print-anchor and crossmedia expansion pattern.

Broad incumbents

• Axel Springer: Axel Springer is Germany's largest media group with both B2B classifieds (e.g., StepStone, AVIV) and consumer publications; broader than Holzmann but a relevant incumbent for how B2B information/media is being digitized at scale in Germany.
• Handelsblatt Media Group (Rheinische Post Mediengruppe): Handelsblatt Media Group operates Germany's flagship business/economic newspaper alongside energy, SME, and conference businesses; comparable as a German B2B economic/trade information provider, though broader and larger than Holzmann.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/holzmannmedien
• YouTubeyoutube.com/@HolzmannMedienGmbH/featured
• Facebookde-de.facebook.com/holzmannmedien
• LinkedInlinkedin.com/company/holzmann-medien-gmbh-&-co.-kg
• Instagraminstagram.com/holzmannmedien

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Holzmann Medien