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Editor-in-chief Martin Hager calls Yacht “the bible of sailing.” For over 100 years, this magazine has been impressing readers with in-depth content – from precise boat tests and hands-on articles to captivating regatta reports. What sets it apart: The editorial team itself is made up of passionate sailors who skillfully combine expertise and emotion in the magazine.
But what exactly does Yacht offer? In BCN’s brief questionnaire, Martin Hager reveals what the brand is all about, what the target group values most, and what editorial highlights advertisers can look forward to.
What is your brand essence?
Yacht is more than just a magazine – it is the bible of sailing. For over 100 years, Yacht has showcased this sport’s fascination – passionately, competently, and close to the community. Every 14 days, it delivers in-depth reports that unite expertise and emotion: from precise boat tests and exclusive sailing-area reports to hands-on articles, captivating regatta details, and inspiring stories about circumnavigators. Written by a team that not only reports but also sails with great enthusiasm.
Which target group does Yacht appeal to?
Those for whom sailing is not just a hobby, but a passion. Yacht readers are ambitious cruising and regatta sailors, boat owners or prospective buyers with a high willingness to invest and above-average financial flexibility. They value quality, innovation, and brand awareness – both in terms of boats and equipment, and exclusive sailing trips. Tech-savvy, discerning, and deeply rooted in the sailing scene, our readers appreciate well-founded content as well as hands-on reporting. The majority of Yacht readers are male and over 50, with a high household income, a high level of education, particularly high purchasing power, and affinity for exclusive products and services. This target group is not only interested in high-quality technology and brands, but also in an upscale lifestyle – as their consumer habits show.
What editorial highlights can advertisers look forward to?
The editorial highlight of Yacht is the comprehensive coverage of the most important events in sailing: the Vendée Globe, the America's Cup and Kieler Woche. The regattas not only offer thrilling competitions and technological innovations, but also an ideal stage for brands to present themselves in an exclusive and exciting environment.
The Vendée Globe, as the ultimate adventure in ocean sailing, inspires with unique stories of perseverance and technological innovation, with Boris Herrmann as the first German participant in the regatta in 2025 being a particular focus. Brands can be involved through exclusive background reports, live digital updates and customized content to connect with topics such as sustainability and innovation.
The America's Cup, as the oldest and most prestigious sailing race in the world, offers a platform for brands that want to position themselves in the areas of high-tech, strategic thinking and luxury.
Another highlight is Kieler Woche - the largest sailing event in the world. With 3,500 active sailors from all over the world competing against each other in numerous international and Olympic classes on the Kiel Fjord, it is one of the most important international sailing events. In addition, there are many thousands of visitors in the Olympic harbor and in the “Sailing City” of Kiel, which makes the event a unique platform for brands that want to be recognized.
