In hard times you have to be creative. So what you might do is to create your own new target group, preferable one with buying power, to discover new markets and increase the profit…But at which cost?

Gruner&Jahr (G&J), a major german publisher, announces the release of a new magazine called “Nido“. Nido’s target group are young, trendy, quality-conscious and solvent parents. Also referred to as “parents with macs”.

“Good Sex in spite of little children”

If successful this magazine will boost G&J’s adsales as much as it will increase sales figures of the promoted products as well. So everybody wins: The publishers get happy selling ads, the business-men get happy winning new customers and the young, hip parents get happy providing quality goods to their kids.

But let’s take a look beyond: spiegel.de critisizes superficialness and obviousness. And even without having read the issue yet you can hate it. The creator Timm Klotzek, who also invented the lifestyle-magazine “Neon“, seems happy to finally serve what is wanted, but do we really need this? Another define-yourself-media?

No, we don’t, but we actually need people that can make other people think they need it, otherwise our capitalistic community will break down. Once again someone is selling crap to generic consumers.

Dear G&J, you did your job, but maybe a bit more sophisticated the next time. Whatever.

Original article on spiegel.de (german)

Official Nido-Website

Official Gruner&Jahr-Website

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