The Spiegel campaign is about emphasising the intellectual niveau of Spiegel magazine and re-energising the claim “Spiegel readers know more”. Through the use of unusual photographs published in the Spiegel, the campaign conveys the idea that the Spiegel reader not only knows about the news item concerned, but also understands the story behind it. Read the Spiegel and the background to the picture is apparent, true to the claim “Spiegel readers know more”. But even those who are not yet Spiegel readers do not have to puzzle forever over what picture goes with what news item. The solution is to be found at spiegel.de/mehrwissen, where the associated article can be downloaded as a PDF file.

What’s this? This is surely the initial reaction of most to the image promotion adverts currently being run by Spiegel-Verlag. Unusual images are being featured in a large-scale advertising flight in consumer publications, specialist publications and daily newspapers between March and May 2005. Inquisitiveness then leads those whose interest has been captured (via the “spiegel.de/mehrwissen” link appearing in the ad) to the Spiegel website, where their question is answered. The plan is to continue the campaign with a further advertising flight using new images.