After two successful test issues, Hubert Burda Media is launching COVER onto the German market with the September 2012 edition. COVER was conceived within the Burda Style Group in 2011 as a magazine for discerning women over 30 and it will now be developed into an international brand name. At the heart of the international brand concept is the monthly magazine which has inspiration, style and substances as its core values, designed for its target market of independent, open-minded women.

 

COVER is headed by its editor-in-chief, Michaela Mielke, who was responsible for developing the concept for COVER and making it market-ready. As with the two successful test issues, each of which sold around 90,000 copies, COVER will continue to be based on the three pillars of people, fashion and opinions in future. Regarding her concept, Michaela Mielke says, "With COVER we are offering the reader a new combination of topics previously not found in any women's magazine. We facilitate encounters with fascinating people as well as present opulent, high-class fashion lines. We are combining quality journalism and superlative taste with a playful, joyful touch. After all, there is no reason why depth and credibility have to make for indigestible reading material."

 

The strategic objective is firstly to establish COVER among the core target groups in the German domestic market, establishing it as a brand name and media outlet for advertising partners, before proceeding in 2013 with the internationalisation of the concept in other core markets. Monika Fendt, the Marketing Director of the Burda Style Group who is responsible for the market launch of COVER explains, “COVER represents the first time that a brand name has been designed to be cross-media from the very outset. The future expansion into other international markets was already factored in at the actual initial development phase. With our globally successful BCN marketing network and our publishing activities in twelve countries, we boast high-grade customer relations and expertise in the core markets." These are three of the perfect conditions for creating an international media brand name for modern, open-minded women, says Monika Fendt.