BouwMedia
BouwMedia B.V. is a Dutch, privately held media company in Haarlem that publishes 15+ print magazines and companion websites across home, living, construction, and real-estate verticals, serving B2B advertisers and consumer homeowners through advertising, sponsored-magazine production, and affiliate e-commerce.
- Company typePrivate
- Founded2008
- HeadquartersHaarlem, Netherlands
- Headcount—
- GTM typeB2B
- OfferingServices
What BouwMedia does
BouwMedia B.V. is a privately held Dutch media company headquartered in Haarlem that publishes a portfolio of print magazines and companion websites organized as vertical-specific cross-media platforms. Founded in 2008 by Stephan Beelen and Bert Romeijn (with Beelen becoming sole owner in 2021), the company operates more than 15 owned and co-developed titles spanning the home, living, construction, and real-estate verticals (UW-Keuken, UW-Badkamer, UW-Haard, UW-Vloer, UW-Tuin, UW-Zwembad, UW-Woonmagazine, Bouwkavelsonline.nl, Architectuur & Bouw, UW-Woonboek, UW-Woonidee), plus trade titles such as Steengoed magazine, Personenvervoer, and Handboek-Vastgoedbelang produced under exclusive co-development partnerships with industry associations Vastgoed Belang and NHK Verkoop-Installatie. The company's network collectively attracts over 1 million annual visitors across its digital properties (e.g., uw-keuken.nl ~300,000, uw-badkamer.nl ~190,000, bouwkavelsonline.nl 300,000 visitors / 2.7M pageviews) and a combined social following in the six figures.
BouwMedia's revenue model blends several streams: advertising sales in proprietary magazines and websites (annual profile pages, product placements, press releases, brochure requests, social media exposure), recurring website-profile subscriptions billed annually (e.g., uw-keuken.nl, uw-badkamer.nl), full-service sponsored-magazine production for clients (from advertising sales through page layout, editorial, printing and distribution), one-time premium publications (UW-Woonboek, 400-page coffee-table book, ~10,000 copies), transaction-fee listings on Bouwkavelsonline.nl on a 'no cure no pay' per-inquiry basis, and affiliate e-commerce commissions through the automated UW-Woonmagazine Shop integrated with Daisycon, Tradetracker, and Awin. Pricing is published as downloadable tariff cards across all titles (last revised January 1, 2024). Go-to-market is sales-led: an inside sales team of media advisors ([email protected], 023 521 9858) sells B2B advertising and sponsored-magazine packages, supported by a small cross-functional team covering editorial, DTP/creative, social media, and development.
In January 2024 BouwMedia explicitly expanded its service line beyond consumer/trade publishing into corporate media production (business magazines, brochures, flyers), backed by four documented hires in sales, editorial, and DTP. The technology stack is a conventional cross-media publishing platform: owned WordPress-style websites, Google Analytics for traffic measurement (with non-anonymized IPs per the cookie policy), and mobile apps for UWkeukenprof on iOS and Android. BouwMedia has no AI/ML capabilities disclosed, no external funding, no parent company, and no subsidiaries; it is a founder-led, profitable-by-implication Dutch SMB operating exclusively in the Benelux.
BouwMedia firmographics
Firmographics- Name
- BouwMedia
- Legal name
- BouwMedia B.V.
- Website
- https://bouwmedia.nl
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Short description
- BouwMedia B.V. is a Dutch, privately held media company in Haarlem that publishes 15+ print magazines and companion websites across home, living, construction, and real-estate verticals, serving B2B advertisers and consumer homeowners through advertising, sponsored-magazine production, and affiliate e-commerce.
- Ownership category
- akta.pro rank
BouwMedia industry classification
Industry- Product category
- Trade Media Publishing
- NAICS
- Periodical Publishers (513120), Book Publishers (513130)
- SIC
- Periodicals: Publishing Or Publishing & Printing (2721), Books: Publishing Or Publishing & Printing (2731)
- akta.pro primary industry
- Business, Finance & Industry Trade Magazines (MPAJAEAM)
Keywords
Where BouwMedia is headquartered
LocationHeadquarters
- HQ city
- Haarlem
- HQ country
- Netherlands
- HQ region
- Europe
Offices2 records
Markets served
BouwMedia business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Supply Chain
Revenue model
- Print and online magazine advertising: Sale of advertising space in proprietary magazines and on websites. Complete advertising packages including profile pages, product placements, press releases, brochure requests, and social media exposure.
- Sponsored magazine production: Full-service production of sponsored magazines for clients including advertising sales, layout, editorial content, printing and distribution.
- Website advertising profiles: Annual unlimited use of advertising profiles on websites including uw-keuken.nl, uw-badkamer.nl, uw-vloer.nl, uw-haard.nl, uw-tuin.nl, uw-zwembad.nl
- UW-Woonboek publication: Coffee table book publication with 400+ pages of interior reports, sold as premium publication
- Affiliate e-commerce commission: Automated affiliate webshop under UW-woonmagazine.nl label, filled and maintained through affiliate networks like Daisycon, Tradetracker, and Awin
- Bouwkavelsonline.nl listing fees: No cure no pay model - companies pay per lead generated through consumer inquiries for building plots. Free placement for municipalities, brokers, project developers and private individuals.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | UW-Keuken magazine - 20,000 circulation |
| Subscription | Annual | UW-Badkamer magazine - annual publication |
| Subscription | Multi-year contract | Steengoed magazine - 5,500 circulation |
| Subscription | Annual | UW-Woonboek - 10,000 copies hardcover |
| Transaction based/ take rate | Monthly | Bouwkavelsonline.nl - 300,000 visitors/year |
| Other | Annual | Tariff cards available for all publications |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels9 records
BouwMedia product offering
Product offeringCore offering
BouwMedia B.V. is a Dutch media company that publishes print and online magazines and develops cross-media platforms for consumer and trade audiences. It operates its own portfolio of specialized consumer magazines (e.g., UW-Keuken, UW-Badkamer, UW-Haard, UW-Vloer) and companion websites, plus professional trade publications (Personenvervoer, Steengoed, Handboek Vastgoedbelang). Beyond proprietary titles, the company runs a sponsored-magazine service that handles the full production trajectory for clients — advertising sales, page layout, editorial production, printing and distribution.
Product overview
BouwMedia is a Dutch media company based in Haarlem, founded in 2008, that publishes diverse print and online media. The company operates a portfolio of cross-media platforms consisting of consumer magazines (UW-Badkamer, UW-Haard, UW-Keuken, UW-Vloer), consumer websites (UW-Tuin.nl, UW-Woonmagazine.nl, UW-Zwembad.nl), professional platforms (UWKeukenprof.nl, Personenvervoer magazine, Steengoed magazine, Handboek Vastgoedbelang), and specialized platforms (Bouwkavelsonline.nl, Architectuur & Bouw, UW-Woonidee.nl, UW-Woonmagazine Shop). The company handles the complete publishing trajectory including advertising sales, page layout, editorial production, printing and distribution for both its own magazines and sponsored publications.
Differentiator
Problem solved
Functional benefit
Brands
- UW-Woonmagazine: Cross-media platform for interior and living, reaching over 1 million visitors annually
- UW-Badkamer
- UW-Haard
- UW-Keuken
- UW-Vloer
- UW-Tuin
- UW-Zwembad
- Bouwkavelsonline.nl
- Architectuur & Bouw
- Steengoed Magazine
- Personenvervoer Magazine
- Handboek - Vastgoedbelang
- UW-Woonboek
- UWKeukenprof.nl
- UW-Woonidee.nl
- UW-Woonmagazine Shop
Products and services
- UW-Keuken magazine Annual glossy consumer magazine (20,000 circulation) covering kitchens and built-in appliances, paired with a companion website reaching ~300,000 unique visitors annually. Sold as a cross-media advertising package including unlimited product placements, press releases, brochure requests and social media exposure for kitchen manufacturers and importers.
- UW-Badkamer magazine Annual consumer glossy magazine covering bathrooms and bathroom products, paired with uw-badkamer.nl (190,000+ annual visitors) and a newsletter of 8,600 subscribers. Advertising target: bathroom product manufacturers.
- UW-Haard magazine Annual glossy consumer magazine published in October covering fireplaces and stoves, produced in collaboration with NHK Verkoop-Installatie (formerly SVG). Companion uw-haard.nl website reaches purchase-oriented consumers; advertising targets fireplace and stove manufacturers.
- UW-Vloer magazine Annual glossy consumer magazine published in December covering floors and flooring products, with companion uw-vloer.nl website (~65,000 annual visitors) and newsletter subscribers. Advertising targets floor manufacturers and retailers.
- UW-Tuin.nl website Online consumer platform for gardens and maintenance, part of the UW- network that exceeds 1 million annual visitors. Offers product listings, press releases, brochure requests and dealer information for garden and outdoor living advertisers.
- UW-Woonmagazine.nl website Flagship consumer interior-and-living website of the UW- platform, with over 1 million annual visitors across the network. Features product listings, press releases, brochure requests and social media integration for advertisers.
- UW-Zwembad.nl website Online consumer platform for pools and wellness, part of the UW- network exceeding 1 million annual visitors. Features product listings, press releases, brochure requests, dealer information and social media presence; 8,600 newsletter subscribers.
- Bouwkavelsonline.nl Dutch platform for finding building plots, enabling municipalities, brokers, project developers and private individuals to list plots free of charge. Attracts 300,000 visitors and 2.7 million pageviews per year; monetizes via no-cure-no-pay per-inquiry fees.
- Architectuur & Bouw magazine Editorial platform for sustainable building and renovation that combines a magazine with the Bouwkavelsonline.nl online platform, reaching serious aspirant builders in the decision-making phase. Advertising targets architecture firms and sustainable building companies.
- UWKeukenprof.nl professional platform Professional B2B platform for the kitchen industry, delivered as a website plus mobile apps for Android (Google Play) and iOS (Apple App Store). Provides news on people, products, manufacturers, importers, trade shows, vacancies and market economics; reaches 29,393 users with 55,881 pageviews and 2,463 LinkedIn followers.
- UW-Woonmagazine Shop (affiliate webshop) Fully automated affiliate webshop under the UW-woonmagazine.nl brand, with products populated and maintained through affiliate networks Daisycon, Tradetracker and Awin. Generates commission-based revenue from consumer purchases.
- UW-Woonidee.nl visual platform Visual inspiration platform consisting entirely of photos that link directly to products in Product in Beeld on various UW-woonmagazine websites. Enables consumers to access product information; 5,100 Pinterest followers.
- Personenvervoer magazine Trade magazine for the passenger transport sector published for over 31 years. Covers public transport, taxi sector and closed bus transport in the Netherlands and Belgium. Distributed 6 times per year as a digital magazine to management, municipal authorities, bodywork industry and suppliers.
- Steengoed magazine Trade journal for private real estate investors, distributed twice yearly through controlled circulation to 5,500 members and affiliated parties of Vastgoed Belang (association for private real estate investors since 1894).
- Handboek - Vastgoedbelang reference book Comprehensive reference work on renting and leasing real estate, over 250 pages covering independent living space, tenant and landlord obligations, commercial space, termination, service costs and sustainability. Distributed by BouwMedia to Vastgoed Belang members (5,000 copies).
- UW-Woonboek coffee-table book Luxury interior coffee-table book with 400+ pages of reportages from renowned interior architects and exclusive interiors. Currently in its eighth edition; 10,000 copies distributed. Combines with online profile on UW-woonmagazine.nl for €595/year advertising package.
Quantifiable outcome
- Platform reaches over 1 million visitors annually across all UW- websites
- +2 more outcomes
Companies that use BouwMedia
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles4 records
BouwMedia technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature3 records
BouwMedia partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- NHK Verkoop - Installatie (formerly SVG)corePartnership with NHK Verkoop - Installatie (formerly SVG) for the production of UW-Haard magazine and uw-haard.nl website. The association represents fireplace and stove sellers and installers, providing industry expertise and distribution reach.
- Vastgoed BelangcorePartnership with Vastgoed Belang (association for private real estate investors since 1894 with approximately 5,000 members) to publish Steengoed magazine (2x/year, 5,500 circulation) and Handboek for huur en verhuur (5,000 copies). The association advocates for fair conditions for private landlords.
- DaisyconminorAffiliate marketing partner for UW-Woonmagazine Shop. Daisycon is one of three affiliate networks (alongside Tradetracker and Awin) that help fill the automated affiliate webshop.
- TradetrackerminorAffiliate marketing partner for UW-Woonmagazine Shop. One of three affiliate networks that help fill the automated affiliate webshop.
- AwinminorAffiliate marketing partner for UW-Woonmagazine Shop. Global affiliate network partner for the automated affiliate webshop under UW-woonmagazine.nl.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
BouwMedia competitors and assessment
Company assessmentDirect peers
- Elba Media Group: Dutch B2B media and events company producing trade publications and conferences across verticals. Comparable to BouwMedia's industry-association partnerships and trade-magazine production for niche Dutch professional audiences.
- Adfo Groep: Dutch specialty trade publisher operating multiple B2B magazines and digital platforms across niche verticals. Directly comparable to BouwMedia as a similarly sized Dutch niche media company combining print advertising with sponsored magazine production for industry associations.
- Vakmedianet: Dutch B2B media company producing trade journals, online platforms and events for professional audiences across industries. Comparable to BouwMedia's trade titles (Personenvervoer, Steengoed, Architectuur & Bouw) and association-publishing model.
- Misset Uitgeverij: Dutch specialty trade publisher (part of Agri Media) producing magazines and digital platforms for agricultural and food-industry professionals. Comparable to BouwMedia's association-controlled-circulation and trade-magazine model for industry audiences.
- Eisma Media Groep: Dutch B2B and B2C media group with multiple specialty magazines, websites and events. Comparable to BouwMedia in combining consumer and trade niche publications with digital extensions and a multi-revenue-stream model.
Broad incumbents
- Sanoma: Major Dutch/Nordic media group operating cross-media consumer brands including home and lifestyle titles (e.g., VT Wonen). Overlaps with BouwMedia's home/living consumer magazines but operates at vastly greater scale and across multiple countries.
- DPG Media: Largest Dutch media conglomerate with newspapers, magazines, online platforms and commercial radio. Broadly competes with BouwMedia for Dutch advertising budgets and consumer attention, especially in home and lifestyle content.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
BouwMedia social profiles
Digital presenceBouwMedia financial estimates
Financial estimateRevenue estimate
Valuation estimate
BouwMedia leadership team
Management profileNumber of profiles
Profiles11 records
BouwMedia funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
BouwMedia M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about BouwMedia
What does BouwMedia do?
BouwMedia B.V. is a Dutch media company that publishes print and online magazines and develops cross-media platforms for consumer and trade audiences. It operates its own portfolio of specialized consumer magazines (e.g., UW-Keuken, UW-Badkamer, UW-Haard, UW-Vloer) and companion websites, plus professional trade publications (Personenvervoer, Steengoed, Handboek Vastgoedbelang). Beyond proprietary titles, the company runs a sponsored-magazine service that handles the full production trajectory for clients — advertising sales, page layout, editorial production, printing and distribution.
Is BouwMedia a public or private company?
BouwMedia is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was BouwMedia founded?
BouwMedia was founded in 2008.
Where is BouwMedia based?
BouwMedia is headquartered in Haarlem, Netherlands, in the Europe region.
How does BouwMedia make money?
Six revenue lines are on record. Print and online magazine advertising is the primary driver. The others are sponsored magazine production, website advertising profiles, UW-Woonboek publication, affiliate e-commerce commission and bouwkavelsonline.nl listing fees.
Who are BouwMedia's main competitors?
Direct peers on record are Elba Media Group, Adfo Groep, Vakmedianet, Misset Uitgeverij and Eisma Media Groep. Broad incumbents are Sanoma and DPG Media.
Does BouwMedia have an API?
No public API is recorded for BouwMedia.
What industry is BouwMedia in?
BouwMedia's product category is Trade Media Publishing. Its primary akta.pro industry code is MPAJAEAM, Business, Finance & Industry Trade Magazines. Its NAICS code is 513120 and its SIC code is 2721.