With its editorial focus on the spirit of the countryside, rural life and culture, do-it-yourself arts and crafts and living with the seasons, the lifestyle magazine has become a bestseller in Germany since its launch in 2005, and with a circulation of over one million it has overtaken top publications such as news weekly Der Spiegel, say the publishers. Celebrating the magazine’s 10th anniversary in its native country, publishing house Landwirtschaftsverlag now announces the launch of its flagship title in the UK with an initial print run of 40,000 and at a cover price of £4.
Münster-based Landwirtschaftsverlag, originally an agricultural trade publisher, has taken a decidedly down to earth approach with Landlust, a specific German term that works along the lines of Wanderlust and roughly translates as “desire for country life”. The magazine, that will in the UK run with the subheading “Spirit of the Countryside”, is designed as an antidote to the fast pace and stresses of modern, digital life.
According to the publishers, the editorial content celebrates nature and the land, covering food and seasonal recipes, gardening, wildlife, reviving old crafts and containing a multitude of creative do-it-yourself ideas that appeal to a readership living in rural areas and to urban dwellers yearning for the Good Life alike.
The launch edition will cover a range of seasonal content, such as winter eye-catchers in the garden, unique ideas for do-it-yourself Christmas decorations or recipes for Christmas biscuits and cosy Sunday dinners. The magazine will also feature a booklet containing German recipes for cakes that go particularly well with a cup of coffee in the afternoon, a nod to the origins of the publication and Germany’s special “coffee and cake” culture.
“The Economist wrote about our magazine that in the pages of Landlust people take time not just to bake bread but to build their own ovens, and we think that this is what makes us unique and differentiates us from other publications covering similar topics,” says Landlust’s editor-in-chief Ute Frieling-Huchzermeyer. “Gardening, crafts or cooking are covered in many magazines, however, we try to tell authentic stories of people. Rather than simply showcasing a product or idea, we show how they’re being lived and provide simple to follow tips for our audience how to try things for themselves, introducing our readers to a world of authentic experiences.”
This ethos is mirrored, say the publishers, in the magazine’s design and layout: Landlust is not glossy but real, favouring a pared-down look to over-the-top visuals and working not with models but real people. Printed on high-quality paper, the magazines features a very distinctive visual language that is modern, natural and wholesome and one of the stand-out characteristics of the publication. “We have had a good look at the British market and feel that our particular Landlust approach can make an impact,” says Landlust’s publications manager Ulrich Toholt on the impending launch. “The virtues of slowing down and living at a more relaxed pace are more relevant than ever. In a world where laptops and mobiles have become the major tools we work with and are increasingly taking over our lives, there’s a growing interest for artisanship, making things yourself and regaining the ‘art of living‘. This is where Landlust comes in with content that is exclusively made with our readers in mind and providing real value for money.”
Landlust is aimed at people who like to live in tune with and close to nature. Following the launch issue, the 132-page magazine will be published four times per year.
