Brussels, 14 January 2010 - This morning, Sanoma Magazines Belgium and De Vijver NV have signed an agreement in principal with the objective to develop a joint venture in which the magazine HUMO will be placed.

De Vijver NV, the holding that a.o. manages Woestijnvis, will acquire 49% of the shares of this new company. Specifically, this means that HUMO will remain part of Sanoma Magazines Belgium for 51%. Day-to-day management of this new company will be executed by De Vijver. Sanoma Magazines Belgium will continue to play an important role in the management board and will delegate two board members. On top of this Sanoma Magazines Belgium will take a 25% participation in Woestijnvis.

With this step both companies secure a key position in the multimedia landscape.

Sanoma Magazines Belgium and Woestijnvis wish to start up the new company come April 1st. HUMO employees will move to the new company and work from the offices of Woestijnvis.

This will be a cooperation with a large potential. Woestijnvis is the market leader in the area of innovative television and has strong ties with young people. HUMO is an innovative and advanced magazine with an idiosyncratic view and a broad and loyal audience. Woestijnvis and HUMO want to continue to play a leading role in the fast-changing media landscape and are convinced they enforce each other. Sanoma Magazines Belgium and De Vijver want to bundle the creative talent in Flanders even stronger. That bundling should be able to ignite the new cross medial landscape.