Hamburg, July 17, 2003
The ESSEN&TRINKEN family will soon welcome a new member to its table: Next Tuesday marks the launch of ESSEN&TRINKEN – FÜR JEDEN TAG, a new Gruner + Jahr food magazine in the handy pocket format (12.8 x 19 cm, or roughly 5 x 8 inches). "Easy, fast, delicious," is the magazine´s claim; its concept is the brainchild of the experienced ESSEN&TRINKEN team. "We cater primarily to ´spontaneous cooks´," says editor-in-chief Martin Lagoda. "Thanks to its size, readers can easily take ESSEN&TRINKEN – FÜR JEDEN TAG to the supermarket with them and buy all they need then and there– we consciously avoided very exclusive ingredients." The preparation of the dishes is accordingly simple: maximum "time-to-meal" is 30 minutes.

The 2003 Allensbacher Werbeträger-Analyse (AWA) study of advertising media indicates that cooking, including for guests, is all the rage at the moment. Apparently, 21 million Germans are particularly interested in cooking, and 24 million find it especially important to invite guests over to eat. "Thus, the food magazine sector has also grown considerably," says Werner Beba, head of the SCHÖNER WOHNEN/ESSEN&TRINKEN/LIVING AT HOME. Publishing group. "We were able to further extend our market leadership with ESSEN&TRINKEN and SCHÖNER ESSEN," he adds, commenting on the latest study by the IVW (Information Alliance for Determining the Reach of Advertising Media). The time is ripe for a new food magazine concept that reflects both the burgeoning interest in cooking and "the growing quest for convenience." "The trendy-ness of cooking and catering to guests as indicated by the 2003 AWA confirms us in our decision to launch this new title," says Beba.

ESSEN&TRINKEN – FÜR JEDEN TAG caters primarily to 25- to 49-year-old female target audiences who like to try new things. Publisher Angelika Jahr says: "FÜR JEDEN TAG is an accomplice for women who cook every day and are interested in new recipes and ideas without having to spend too much time on them." Martin Lagoda adds: "They should know their way around a stove, but don´t need to be semi-professionals." The new magazine has 160 pages and will launch at an issue price of 1.95 in a print run of 350,000 copies. Readers may look forward to ten issues a year with 80 recipes each, all of which were newly developed by Achim Ellmer, the chef of ESSEN&TRINKEN´s test kitchen. The appetizing photos of the culinary delights are the work of Ulrike Holsten – who, Lagoda assures us, "is in the top echelons of German food photographers." Why not get a taste of the new magazine for yourself next Tuesday