We had to give potential readers a good idea of what the magazine will be like if they buy and read it. We did this by showing them what we think they are like (see characterisation above). This way we created a kind of complicity between the magazine and every woman who could relate to the situation she saw in the ads or the spots.

The first wave of classical advertising (posters, ads and TV- and cinema-spots) was followed by a bonfire of below-the-line steps as mailings, inserts, targeted issue sampling and telephone marketing.

Even though the launch of 'edelweiss' is in its early stages and the market for women's magazines is very competitive, the sales figures for 'edelweiss' easily met the client's expectations. Even though the campaign is still running, the index of 100% has already been exceeded.A large number of trial subscriptions have been ordered by SMS.