Hubert Burda was editor in chief of Bunte, a tradition-rich magazine, for 10 years in the 1970s and 1980s. Now he has released a book about this era. However, Burda is not only looking backwards.
In “Die Bunte Story. Ein People-Magazin in Zeiten des Umbruchs” he also shares his thoughts on today’s challenges for media managers such as social media and online networking websites. Contemporary developments mean that news are all over the web within seconds. The key question for print publications such as Bunte is how to react to that.
Bunte is still widely considered as a magazine which people only read at the hairdresser’s. However, the glossy magazine would not have survived without a solid readership over the past decades. Its policy has changed from providing news and rumours about Europe’s different royal families and Germany’s high society to attempting shaping people’s lifestyles by broadening its offerings. American magazines became important role models for Bunte which managed to attract an increasing number of young readers.
Apart from interesting details about Bunte’s battle against Stern, Burda’s book also features great photographs showing him with former German chancellor Helmut Kohl and late global leaders like Egypt’s Anwar El Sadat and Ronald Reagan, president of the United States between 1981 and 1989.
Die Bunte Story. Ein People-Magazin in Zeiten des Umbruchs
By Hubert Burda
Published by Pantheon (www.randomhouse.de/pantheon)