Do you eat when you're not even hungry? Did you believe that the open air is good for you because of the oxygen? What if your childhood memories were false? Answers to these and other questions can be found in a new magazine called Evita.
The first issue of this glossy magazine focusing on wellbeing has just hit the Finnish newsstands. And after less than a week, the magazine has sold 29,000 copies, more than 70 percent of the budget.
Evita brings you the latest research and up-to-date information on health, nutrition and mental balance. In addition to this, the magazine tackles beauty, wellbeing, active leisure, exercise and travel.
Evita is a Finnish magazine concept created by the development team at Bonnier Publications Oy. The same team made the concepts for Olivia, the style magazine launched in 2007 and Divaani, the magazine for people who are passionate about interior design, which was launched in 2008.
The development work for the magazine concept is based on extensive research, target group interviews and advance testing. The preparations for the launch started about a year ago. The trend behind the concept, well-being, has been going strong for quite some time and it is believed to become an even bigger trend. In Finland, Evita has only one direct competitor.
Minna Hietakangas, who has previously worked as the editor-in-chief for such magazines as Kotivinkki and Fitness, was invited to join the development team as the editor-in-chief for Evita.
"Wellbeing is a familiar word. But we have re-defined its meaning. Instead of it being just one aspect of life, we now speak of it as a lifestyle and an attitude. Our target group is adult women who invest in their wellbeing and are extremely committed to their everyday choices. According to The National Media Study, there are 412,000 Finnish women who invest in their quality of life. Evita brings them information, experiences and visual pleasure", Hietakangas says.
This week the magazine will be launched along with a big campaign covering newsstands, television, radio, print media and the internet. The television advertisement for Evita has been created by the advertising agency Zeeland. There printrun for the first issue is 90,000, and is directed mostly for newsstands sales.
In media sales the magazine has already been successful. The media space for the launch issue of Evita was already sold out in the beginning of June.
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Comments
I'm eager to see a copy! : )
Julie, October 9, 2009
Kudos to Winter Park's Michael Goesele, who went over to Finland and worked as art director on the premier issue.
Kathy, September 24, 2009
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