Germany: Fit For Fun gets a new look

The recent redesign of Fit For Fun (FFF), the fitness magazine published by the Verlagsgruppe Milchstrasse (part of the Hubert Burda Media empire), turned out to be not as brutal as it was rumoured.  In fact, it has more to do with an “editorial development” as Publishing Director Lutz Nierhoff told German trade magazine MEEDIA in a recent interview.

The magazine will now cover broader topics dear to the German fitness addicts and involve more celebrity profiles such as the workout routine of Barbara Becker (Boris Becker’s ex) in Miami or the editor’s take on its first swim with Olympic swimmer Paul Biedermann. The sections have been re-ordered and now list “Fitness & Sports”, “Food & Body”,  “Relax” and “Style”.

The Burda subsidiary chose to overhaul Fit For Fun after it noticed a changed attitude toward life amongst the magazine’s target audience. The brand, the magazine as well as all merchandising products will reflect the new refreshed look and feel of Fit For Fun.  The FFF name has a very emotional aspect as it touches readers’ feelings and well-beings.  In addition to print and online editions, there are also new FFF licensed products in the pipeline, including a forthcoming new series of books.  However, it won’t be limited to books, DVDs and Wii and DS applications, but will also include fitness products as well as training shoes and home appliances.

Fit For Fun’s management feels that the title is now ready to go heads-on against its closest rivals Vital, which just bought the subscriber’s database of the defunct Healthy Living mag, and the recently launched Active Life magazine published by Stuttgart-based Motor Presse since May 2010.   

Fit For Fun is currently circulating 190 000 copies per issue down 14% YoY. And within five years, the magazine has lost 26% of its circulation. Whether the current relaunch will be sufficient to offset this downward spiral remains to be seen, but it sure can’t hurt!

More on Verlagsgruppe Milchstrasse:
The Hamburg-based Verlagsgruppe Milchstrasse belongs since 2004 to the Munich-based media conglomerate Hubert Burda Media and includes titles such as CINEMA, FIT FOR FUN, MAX, TV SPIELFILM, TV SPIELFILM XXL, TV TODAY, TV TODAY DIGITAL and TV SCHLAU.


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