Deutsch
freundin DONNA - our time is now
“The new magazine for women who have found their perfect place in life. Who have both feet firmly on the ground and know what they want” – this is how the new brand campaign describes FREUNDIN DONNA. The corresponding claim is, “Our time is now”, which perfectly expresses the self-confidence of mature woman. And ‘new magazine’ because FREUNDIN DONNA will now become a fixture at the newsstand: From April 6, the magazine for women 40+ will appear every month. “We wanted to create a magazine that reflects these women’s lives,” explains Editor-in-Chief Ulrike Zeitlinger.
The success of the magazine is proof that the concept is right: The initial issue sold over 150,000 copies in early summer 2010. With the second issue in fall, the number of copies sold rose to almost 170,000. “Women around 40 experience a time when their life changes and the questions they ask themselves are different from those they asked when they were 25,” states Zeitlinger. “And we want to answer these questions.” According to the Editor-in-Chief, readers of FREUNDIN DONNA are the first generation without role models for how to advance in age in our society.
The target group is defined clearly: “We produce a traditional women’s magazine, with everything you would want to find in there,” notes the Editor-in-Chief. The editorial staff has worked at full speed on the new issue and has produced a magazine, which contains a colorful mix of topics from fashion & beauty, life & love, health, culture and cooking.
Women will be happy about the now frequently available new women’s magazine. In more than 500 letters and e-mails, delighted readers of the first issues asked the editors to continue. This request has now been met.
Women will be happy about the now frequently available new women’s magazine. In more than 500 letters and e-mails, delighted readers of the first issues asked the editors to continue. This request has now been met.
The new brand campaign also stresses the distinction between FREUNDIN and the ‘big sister’ publication. “’With the new campaign, we wanted to sharpen the profiles of the titles,” explains the Editor-in-Chief, comparing FREUNDIN with a sexy-cut jeans and FREUNDIN DONNA with a luxurious cashmere sweater.
Contact
Meike Nevermann
Senior Brand Manager
Competence:
freundin, freundin DONNA
Tel. +49.(0) 89.92 50.37 74
Fax +49.(0) 89.92 50.30 40
meike.goettsch@burda.com
