General Requirements and Technical Specifications



Magazine format/type area

You will find measurements under ad formats for each advertising medium.


  • Euro scale;

slight color deviations are justified within the tolerance limits of the offset process.

Printing process

Sheet-fed offset / roll offset


Saddle-stitched binding / Adhesive binding

Printing material

Delivery only in digital form possible!

  • Printer-optimized PDF in pdf/X-3 Standard1
  • Color mode: CMYK
  • Incl. crop and registration marks
  • Bleed: 5 mm
  • Resolution: min. 300 dpi

If necessary, send contract color proof to:

Haufe-Lexware GmbH & Co. KG
Im Kreuz 9
97076 Würzburg

    Color Profile / Print Profiles

    CUNO (Controller Magazin, DW Die Wohungswirtschaft, Personalquartely, zfo)

    Rewi (bilanz + buchhaltung, wiwohnungspolitische Informationen)

    Senefelder (Immobilienwirtschaft, Personalmagazin, Wirtschaft + weiterbildung)

    Data transfer


    Mailing addresses and conditions for inserts, bound inserts, and stick-ons

    Immobilienwirtschaft, Personalmagazin, wirtschaft+weiterbildung

    Send free of charge to: 
    Senefelder Misset B.V.
    Ramona Helfrich
    Mercuriusstraat 35
    7005 RK Doetinchem – Niederlande

    p/a Senefelder Misset – Ramona Helfrich
    Spedition Franz Derksen
    Rotterdamerstrasse 21
    46446 Emmerich am Rhein - Deutschland

    bilanz + buchhaltung

    Send free of charge to: 
    Druckhaus Reiner Winters GmbH
    Wiesenstraße 11
    57537 Wissen

    Die Wohnungswirtschaft,
    Controller Magazin
    Zeitschrift für Führung + Organisation

    Send free of charge to:
    Grafisches Centrum Cuno GmbH & Co. KG
    Referenz: Zeitschriftentitel + Ausgabe
    Gewerbering West 27
    D-39240 Calbe (Saale)

    Delivery conditions for all publications

    Please provide a delivery note with the following information:

    Haufe-Lexware Services GmbH & Co. KG
    Name of the print product + issue ...
    No. of copies ...
    No. of pallets ...

    Please also provide the publishing house with 5 copies in advance:

    Haufe-Lexware Services GmbH & Co. KG
    Advertising Dept.
    Im Kreuz 9
    97076 Würzburg

    Banner Advertisement

    Banner Advertisement Non-Flash Picture Formats

    • GIF and JPEG are supported
    • Specify click URL, alt text (optional)
    • The same size restrictions apply to re-directs
    • Special format: button formats

    Basically, specifications for the remaining GIF/JPG formats apply. Due to the special dimension, however, it is necessary to either generate temporary ad tags or to integrate content with the placement partner(s).

    In this instance, a request must first be made with the publisher. Additional lead time must then be expected. If it is not possible to deliver via the ad server, either a tracking pixel must also be provided or reporting must be agreed upon.

    Banner Advertisement Flash, General Information

    • Please provide Flash advertising material in Flash Version 8 or higher, as lower versions can cause conflicts with Flash Players and/or browsers.
    • Due to performance considerations, we require 12 frames per second.
    • Advertising material may not exceed 40% of processor capacity.

    The following factors can overload the processor and should therefore be avoided:

    • A frame rate in excess of 15 frames per second
    • A variety of animation sequences on several levels playing at the same time
    • Imported images spread out over an extremely long period of time (very many frames) during the Flash film.

    Banner Advertisement Delivery of advertising material

    Send standard advertising formats five business days prior to publication

    • Send Wallpaper, HockeyStick, Tandem Ad seven business days prior to publication
    • Send special advertising formats, rich media, video seven business days prior to publication

    Please submit the advertising material punctually by email to and name a contact (email and phone) for queries.

    Banner Advertisement ClickTag Method

    Under certain circumstances, Flash advertising material may require two buttons, the click button through the command

    - on (release) {getURL(_level0.clickTag, “_blank”);}
    to be placed manually on the upper level so that the click can be performed successfully. The click button (the key) should be located on the top level.

    Alternatively, a variable can also be used to determine the target of the window to enable subsequent changes solely through the control code - without needing to adjust the Flash file an additional time.

    - on (release) {getURL(_level0.clickTag, _level0.clicktarget);}
    : This is the only way that click tracking can be performed by the marketer, since the actual target address is redirected. Multilinks are also supported, they must be differentiated by scheme: clickTag1, clickTag2, clickTag3, etc. As many as 10 links are supported.
    They are currently not differentiated in the reporting

    Banner Advertisement Flash

    Please provide the following information for Flash advertising material:

    • SWF file
    • The version of Flash used
    • Click URL
    • Information regarding action scripts (if used)
    • GIF or JPG as a fallback in the format of the booked advertising format for users who do not have Flash installed (according to the image ad specification)
    • Max. 12 fps (frames per second)

    Tracking method for ad clicks:
    the buttons should be on the top level, the uniform standard is the "clickTag" method Flash advertising material via 3rd party advertising

    • Linking: The linking must open a new window.
    • Flash must be logged in with a detection script (sniffer code) and fallback image.
    • Deployment wmode:wmode must be disclosed with Flash: wmode=opaque
    • Flash 3rd party secure server: When using Flash in HTTPS pages, the CODEBASE and PLUGINSPAGE must be omitted, otherwise this will initiate warnings of unsafe elements in the site
    • Variables subject to replacement: Specify which variables are to be replaced in the tag.
    • Redirect technology: The option oftransferring a redirect URL must be available and documented, so that the marketer is able to count the clicks

    Banner Advertisement Flash Layer

    Please provide the following information for Flash advertising material:

    • SWF file
    • The version of Flash used
    • Click URL
    • Information regarding action scripts (if used)
    • If not using a Universal Flash layer, inquire about the possible size in advance
    • Tracking method of the ad clicks
    • The "clickTag" method is the uniform standard
    • wmode = transparent (object AND embed)
    • Sound: optional, first with user action (click/mouse-over), no loops
    • Close: autoclose function after 10 seconds. Close button positioned clearly visible at the upper right.

    The close function in Flash is run as follows:
    on (release){ fscommand(„hide“);}

    Flash layer via 3rd party re-direct

    • If not using a Universal Flash layer, inquire about the possible size in advance
    • Inquire about positioning in advance: Positioning depends on the defined content area. Positioning is performed through transfer in the tag or through a variable definition in Javascript Javascript variation: the variable transfer is carried out through the variable adlayer_x and adlayer_y. Tag variation: When the tag is provided, it must be documented which specifications must be made in the tag for positioning.
    • Unambiguous IDs: all of the elements used must have unambiguous IDs (several objects numbered consecutively: adlayerobject1 etc. ...)Object ID: id=adlayerobject for the flash object
    • In the case of acceptance of DIVsid=adlayerdiv
    • Browser compatibility (IE, Firefox, Netscape, Opera) must be ensured

    Banner Advertisement Flash Layer Special Formats (Expandable Banner)

    Expandable banner

    Generally, all specifications for Flash/ Flash layer apply, with the additional requirements:

    • Rolling in and out (with mouse-over) is controlled via action script.
    • Rolling out: Mouse-over on (rollOver) {fscommand(„expand“);}
    • Rolling in: Mouse-out on (rollOut) {fscommand(„collapse“);}
    • Fluid movement of the rolling in/ out must be guaranteed.
    • Banner must be clickable in any state ("clickTag" method).

    Banner Advertisement Multi Component Ads

    Hockey stick
    Like the wallpaper, a hockey stick consists of 2 components. However, without
    background color. See Wallpaper for specifications.

    Tandem Ad

    A tandem ad consists of 2 motifs, which are displayed simultaneously, but which must not be connected.

    Classically, a wallpaper consists of two components:

    • A horizontal section usually Bigsize 728/767/x90
    • A vertical section, skyscraper format, 120 pixels width and 600 pixels length

    They are arranged according to the following scheme on the website:

    • In addition, a background color is required in HexCode.
    • The same specifications for GIF/JPG/Flash Video banner also apply to banner components.

    Local connection
    The local connection function supports the so-called synchronization and communication between two files with advertising material (e.g. Superbanner & Skyscraper SWF): Local connection may only contain security settings that are permitted in SWF files. "Wait" or "timeout" commands should not be used in the timeline, because they can have a negative effect on synchronization. The use of the "classic" timeline is recommended here to create pauses or to use delays. You will find further information on local connection in the Internet.

    Banner Advertisement Video Ads

    Generally, video ads can be delivered via all standard formats. However, it is recommended to use only wide formats such as Content AD. The streaming technology DART motif is used in the
    delivered video ads. The following requirements for the advertising material must be met:

    Delivery as physical advertising material:
    In-page video ads must include the polite download function. This method first displays a small file (standard weight) while the file containing the heavy and/or remaining content is loaded in the background. This is then automatically shown as soon as it has been completely loaded. This method guarantees that a longer loading time (from heavier content) does not compromise either the advertising space or the page.

    • Total playing time may not exceed 30 seconds.
    • A click URL must be available.
    • A fallback GIF/JPG must be available as a substitute for the video.

    Delivery as a re-direct:

    • Total playing time may not exceed 30 seconds.
    • The re-direct must contain a parameter that makes it possible to use a tracking URL.
    • The 3rd party server must provide a bandwidth estimation in order to stream an appropriate data density depending on the performance of the connection. Commonly, three levels of quality are used for low/medium/high connection speed.
    • HL reserves the right to deactivate re-directs with loading times that are too long/withexcessively high client load.

    Banner Advertisement Text Banner

    Text ad with picture/logo

    • Size: max. 430 pixels wide
    • Picture/logo: max. 115x75 pixels
    • Text: max. 500 characters (incl. blank spaces, header and link)
    • Link at the end of the text

    Please note:
    Only the logo and the link can be clicked, not the entire ad.

    Newsletter Advertisement

    Ad Formats, Newsletter

    Text ad with picture/logo

    • Headline: max. 65 characters (including spaces)
    • Picture/logo: max. 120x120 pixels (20K)
    • Text: max. 300 characters (including spaces)
    • Link: max. 40 characters

    Content Ad

    • Picture: max. 300x250 pixels (50K)

    Promotional area

    • Picture: max. 500x250 pixels (50K)

    Technical Specifications, Newsletter

    • File formats: JPG or GIF (no animation possible to text ads)
    • For advertising material in GIF format: Outlook 2007 and 2010 only show the first frame without animation. Identical design of the first and last frames is therefore recommended.

    Standalone Special Advertising Format

    We offer you the opportunity to design a newsletter with your own exclusive look and feel. This guarantees you an accurately targeted appeal to potential customers and distraction-free advertising.

    Standalone technical specifications

    Format: width 600 pixels to prevent the right side of the newsletter from being cut
    off in some email clients. Please only make the height as tall as necessary (as short and tight
    as possible). Depending on the monitor and email client, users must scroll a lot with tall

    • Newsletters may not exceed 150 KB
    • Do not use CSS files
    • Avoid the use of background images, because they are not displayed by some email clients
    • Scripts and plug-ins are not supported by email clients (no JavaScript, no Flash)
    • Please use only jpg or gif images. png images are not displayed in Lotus Notes 6, Lotus Notes 7 and Outlook 2007.
    • The images should have the correct dimensions and not be scaled using width and height attributes
    • Information on advertising material in gif format: Outlook 2007 and 2010 only show the first frame without animation. Identical design of the first and last frames is therefore recommended.
    • Use names, not links, in text: e.g. "You can find more information on our website." instead of "You can find more information at" The written and actual URLs diverge from one another during tracking. Email clients may categorize that as a phishing attempt.
    • Create layouts using tables: HTML tables and columns within the tables must always have a fixed width whose sum is equal to the overall column width

    <table width=“580“ cellspacing=“0“ cellpadding=“0“ border=“0“> <tbody> <tr> <td width=“100“> <img src=“...“ alt=“Ein Bild“/> </ td> <td width=“80“> </td> <td width=“400“ valign=“top“ align=“left“> <span style=“font-family: Verdana,sans-serif; font-size: 11px;“>Sehr geehrte Leser,</span><br style=“fontfamily: Verdana,sans-serif; font-size: 11px;“> <span style=“fontfamily: Verdana,sans-serif; font-size: 11px;“> </span><br style=“font-family: Verdana,sans-serif; font-size: 11px;“> <span style=“font-family: Verdana,sans-serif; font-size: 11px;“>Lorem ipsum dolor sit amet, consectetur adipisicing elit,</span><br style=“font-family: Verdana,sans-serif; font-size: 11px;“> </td> </tr> </tbody> </table>

    • Always set the attribute in tables to "0".
    • Only use span tags for text. Color information in hexadecimal format must always be identified with a hash character (wrong: "color:123456;" correct: "color: #123456;")
    • Formatting of the texts with inline styles

    <span style=“font-family: Verdana,sans-serif; font-size: 11px;“>Lorem ipsum dolor sit amet,...</span>

    • The template must contain the final links and a note concerning who is responsible for tracking
    • Please include a text for users who cannot display HTML

    Tips for successful standalones:
    1. Briefly present the benefits of your offering to the target group.
    2. Remember that an attractive layout draws attention to your offer.
    3. It is also important that links are quickly recognized as such.