About display

display

display is a German-language trade magazine for point-of-sale marketing, published six times a year by display Verlags GmbH in Bad Oldesloe, Schleswig-Holstein. Since 1993 it has reported on trends, developments, and opportunities in POS marketing, covering everything around product presentation at the point of sale, from classic displays to digital retail media. It is regarded as the leading magazine in its segment, informing brand manufacturers, retailers, and display producers about innovations at the POS, successful sales promotion campaigns, and trends in retail, and its more than three decades of continuous publication have made it an institution in the German shopper-marketing community and beyond its borders. The magazine appears in print and as an online edition, complemented by the display.de news portal, a weekly email newsletter, and the display Superstar Award, the industry competition for the best POS promotions and product presentations.

Overview

The magazine appears six times a year with extensive articles and case studies on POS marketing, in print and as an online edition. Its editorial sections cover brands and campaigns, people, the display scene, digital POS, POS technology, store construction, trade fairs and events, and brands and retail. Around 60 percent of its readers are brand manufacturers, with another 16 percent attributable to retail, which controls the point of sale and depends on product presentations, POS tools, and displays. This readership structure reflects the magazine's position at the interface between brand manufacturers, who invest in shopper marketing, and retailers, who provide the sales floor, and it explains why the magazine's advertising clients come from both sides of the POS equation.

The magazine's concept is practice-oriented: it presents innovative display manufacturers, reports on brand manufacturers and their successful POS solutions, and covers trends in retail, the most important marketing trade fairs, and successful product presentations. Case studies of implemented campaigns, from promotional displays to secondary placements, give readers concrete examples of what works at the point of sale, and the magazine's coverage of successful product presentations shows how brands translate their marketing strategies into in-store reality, from the initial display concept to the finished installation on the sales floor. The annual subscription costs 69.55 euros domestically, with digital and print-plus-digital options available, and single issues and trial subscriptions offered as well, giving new readers low-threshold ways to get to know the publication.

History

The display Verlag has reported on trends, developments, and opportunities in POS marketing since 1993, making the magazine one of the longest-established specialist publications in the German sales promotion field. The publisher, display Verlags GmbH, is based at Hindenburgstrasse 14b in Bad Oldesloe, north of Hamburg, and has built its business around the point-of-sale marketing niche for more than three decades, a focus that has given it deep roots in the industry it serves.

Over more than three decades, the magazine has accompanied the transformation of the point of sale from classic cardboard displays to digital signage, retail media, and interactive shopper experiences. When the magazine was founded, POS marketing meant printed displays, secondary placements, and in-store promotions; today it encompasses retail media networks, digital touchpoints, and data-driven shopper activation. The magazine's continuous coverage of this evolution has made it a chronicler of the German POS industry's development, documenting how the point of sale has grown from a logistics endpoint into a media channel in its own right, and how shopper marketing has become a core discipline of brand management. Its display Superstar Award has become an established industry competition honoring the best POS promotions and product presentations, reflecting the magazine's role as a platform for the creative achievements of the POS industry. The award gives display manufacturers, brand manufacturers, and agencies a stage for their most successful in-store campaigns, and its presentation through the magazine's platforms connects the competition to the publication's readership, reinforcing display's position as the meeting point of the POS industry.

Coverage and Content

The magazine covers the full spectrum of point-of-sale marketing. Its "Marken und Kampagnen" section reports on brand promotions, such as limited editions, product extras, and collectibles accompanying seasonal campaigns, showing how brand manufacturers use the point of sale to activate shoppers. "Displayszene" covers the display manufacturing industry, including packaging innovations and printing technology, from corrugated board solutions to digital printing on transport packaging. "Digital POS" addresses retail media, digital signage, and the growth of in-store digital advertising, reflecting the trend that retail media has firmly established itself in the digital advertising market with continuously growing revenues across all areas. "POS-Technik" reports on printing technology, from large-format printers to UV LED inkjet machines, covering the production side of POS materials. "Ladenbau" covers store construction and retail experience concepts, from brand worlds to experience stores, while "Messen und Events" reports on industry trade fairs and congresses such as the Handelskongress Deutschland.

The magazine also maintains a jobs section with positions from the POS industry, from display developers to field sales, and a producer and service provider directory for sales promotion, communication, and product presentation at the POS. These service elements make the magazine a practical resource for its readers, connecting employers with specialists and buyers with suppliers in the POS ecosystem, and they reflect the magazine's understanding of itself as more than a publication: a marketplace and network for the POS industry.

Organization and Ownership

display is published by display Verlags GmbH, based in Bad Oldesloe, Schleswig-Holstein. The publisher has specialized in POS marketing media since 1993, making it one of the few German publishers dedicated exclusively to the point-of-sale niche. Contact persons named in publisher directories include Sabrina Benvenuti, with separate contacts for advertising acceptance and the editorial office, reflecting the small specialist publisher's direct relationship with its industry. The magazine appears six times a year.

Digital Presence

The magazine maintains a strong digital presence through display.de, its news portal covering everything around product presentation at the POS. The site carries current news across its editorial sections, from brand campaigns to POS technology, keeping readers informed between the six print issues, and its coverage of personnel changes, acquisitions, and trade fair appearances documents the business side of the POS industry as well as its creative output. A jobs board and the producer directory extend the site's service functions, making it a daily working tool for POS professionals. Subscribers can read the magazine and plus content on computer, tablet, or smartphone through a subscriber login, giving them access to the full digital edition alongside the print magazine and making the publication available wherever its readers work. A weekly email newsletter keeps readers informed about the world of POS marketing, delivering the week's news to their inboxes, and its regular rhythm complements the six print issues with timely updates on the fast-moving topics of retail media and digital POS. The display Superstar Award is presented through the magazine's platforms, with sponsors listed for the 2026 edition, connecting the competition to the brand's digital audience and giving the winning campaigns visibility across the POS industry. Whether the magazine maintains dedicated social media channels is not publicly confirmed from the sources consulted, though its news portal, newsletter, and award give it a multi-channel presence in the POS marketing community and keep the brand visible between issues.