Strong media brands can extend themselves and
spin-off others. This is called a line extension. They can also travel across media and inspire consumers beyond their original form. That is what we call a brand extension. Sanoma Magazines develops both, and sometimes we are also active in other media if value can be added.

Several of our magazines include sections that have become so popular they became a new magazine themselves. At first as a once-off special issue. In case of success, the frequency increased to more regular. Examples include epicurean magazine Libelle Proeven (‘Libelle Tasting’) in Belgium or Gloria matkalla (‘Gloria voyage’) about travel in Finland. But there are many more examples of line extensions, where a magazine or website has proven to be an excellent springboard for introducing another one.

Our media inform and inspire consumers regarding their lifestyles. From home decorating to fashion and beyond. We have introduced cutlery and crockery, duvet covers, decorative paint - and even whole kitchens, all branded with one of our magazine brands. Because buying a VT Wonen lamp guarantees consumers their home will look just like the pages of their beloved VT Wonen magazine. Other magazines offer discount cards, prepaid mobile phone access or even a bank loan. Because our media brands are trusted advisors to consumers in helping them get the lifestyle they desire.

Extensions to a media brand take different forms as well. Magazines have launched successful sites, some websites have introduced magazines. Both have spun-off mobile sites for use on mobile phones, and they organise popular fairs and events. Some have started TV programs; Story in Hungary even launched its own TV channel. Our Disney magazines publish Disney books; some women’s titles publish novels, bookazines and audio books. And in Russia, our financial newspaper Vedomosti publishes business books. Clearly, Sanoma Magazines is more than magazines.