Abstract:

The paper tells how a family orientated women's weekly, Hjemmet, widened its audience dramatically through a coordinated editorial/marketing effort. During a 5 year period after 1974 circulation almost doubled, without reducing sales of the main competitors. The writers explain the strategy which Hjemmet used to cope with its stagnant situation in 1974 including the evaluations and research results which led to this strategy. The paper also shows how a close cooperation between editorial and marketing people made possible a systematic product development without harming the editorial freedom. The communication results as well as circulation figures speak for themselves.