Before it’s relaunch, tv Hören und Sehen, one of the leading TV programme magazines in Germany, didn’t have a well differentiated profile. Projective techniques and market segmentation studies unearthed the key benefit in the premium segment of TV programme magazines: to enhance and strengthen the self value of the reader.

Market results in the first years after the relaunch without advertising support showed:  tv Hören und Sehen achieved the most stable circulation of all established TV programme magazines in spite of a premium price in a highly competitive market. tv Hören und Sehen therefore belongs to the most successful magazine re-launches in Germany.

Methods used: projective techniques, market segmentation