"The success in Italy has surpassed our wildest expectations; it has been the most successful launch there in 25 years," Jonathan Newhouse, chairman of Conde Nast International, said. "We hope to take that success to Germany, the biggest and richest market in Europe and a place where quality journalism is appreciated."
He said Conde Nast is spending "upward of $10 million" on the German launch. The target circulation is 120,000, and the magazine will also be available in Austria and Switzerland. An introductory cover price of $1.30 will be raised later; rivals charge up to $3.60. The first issue had 328 pages, including 120 ad pages, most for fashion brands.
Vanity Fair launches into a crowded German market, competing against Gruner & Jahr's people magazine Gala, newsweekly Stern and monthly Park Avenue, as well as Burda's celebrity-oriented Bunte.
Not all reaction in Germany was positive. Welt.de, the online edition of German daily Die Welt, wrote: "After the first issue, the reader is still waiting for stories by famous authors, pictures by famous photographers and glamorous stories about VIPs."
Independent agency Romer Wildberger, Berlin, handles TV, print, poster and radio ads; online ads are by BBDO Interone, Dusseldorf.