The media brand LINDA. is launching a new extension this week: LINDA.mini. This cross-media media brand focuses on generations of young parents and fills the gap between LINDA. and LINDA.meiden.
LINDA.mini is about various themes, from pregnancy to parenting and of course the lifestyle that suits the life phase of expectant and young parents. This target group needs reliable and relevant information and spends a lot of time online. The content of LINDA.mini not only responds to parenting, but also to what women need not to lose sight of themselves while they are mothers. LINDA.mini approaches parenting as it really is: completely honest, with self-mockery and without judgement.
Editor-in-chief will be Lotte Bastiaansen
Editor-in-chief of LINDA.mini will be Lotte Bastiaansen (34). As the mother of two children aged 3 and 5, she is in the middle of this phase of life herself. She started her career at LINDA. in 2012 as an intern and progressed to positions as head of branded content, deputy editor-in-chief of LINDA.nl and ultimately creative director. Bastiaansen: “For me, LINDA.mini is the brand that offers space for everything you feel as a mother and as a woman. We show parenting as it really is: overwhelming, beautiful, intense, sometimes downright chaotic and everything in between. We do this with down-to-earth interpretation, honest stories, a good dose of self-mockery and of course the recognizable LINDA. tone, quality and imagery. Not a raised finger, but relevant information and, above all, a lot of recognition.”
Print: two editions per year
LINDA.mini will be a cross-media brand with its own app and website, social media channels and a print magazine twice a year. The first edition will be in stores from March 26. The introduction of LINDA.mini represents a strategic expansion within the LINDA. portfolio. Where LINDA.meiden caters to young women (aged 18 to 28) and LINDA. focuses on a broad adult target group. The target group of LINDA.mini is somewhere in between and is specifically for (expectant) parents. A target group that LINDA. not yet served with its own content. The magazine is therefore in direct competition with Oh Baby from &C, Kek Mama, Fabulous Mama and Kiind (for natural parenting).
Room for more extensions
LINDA. has recently been acquired by DPG media and produces 12 editions of LINDA. every year, one holiday book, 4 editions of LINDA.meiden, 3 editions of LINDA.loves and 2 editions of LINDA.mini. A new extension will be added in April. Because l’HOMO, the magazine for the queer community, returns in print.
Credit:
Portrait of Bastiaansen by Ruud Janssen.
Cover LINDA.mini by Ahn Kiet Duong.
