A strategic proposal for reframing a free local magazine in Copenhagen to better reflect the development of its local community.
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The project examined demographic and societal changes, including population growth, age distribution, gender, civil status, lifestyles and interests, and considered how these developments could inform the magazine’s editorial strategy and overall positioning.
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The work combined visual development with a broader reassessment of the magazine’s content, audience relevance and role within the local media landscape.

A central strategic question was: Is the magazine ultimately serving its readers or its advertisers - and how can the two interests be aligned? Will new advertisers come on board?

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