Impressive “Our formula is difficult to copy. We don’t shout, we listen. We don’t impose, we highlight. We do this based on a number of core values: strong and vulnerable, open and optimistic, rebellious and respectful, authentic and headstrong. And always with courage, warmth and a sense of humour.”

Outspoken “Yes, at LINDA. we always pay attention to urgent issues that are relevant to society. We don’t shy away from any subject. But our tone is never preachy – it’s emotional and unmistakably LINDA.”

Beyond taboos “After twenty years, most taboos have been broken. What we do now is more nuanced. For us, breaking taboos is not about shocking for the sake of it. We want to open up conversations about topics that are close to our readers. For example, we created themed issues on women’s health, femicide, loneliness, mental health and #MeToo.”

Be kind “The world is tough enough as it is. That is why we focus on connection and emotion. LINDA. is there to make you laugh, but also to comfort you. In doing so, we create recognition and normalise issues that are universal. If we do that well, our stories aren’t only read, but also shared. If even one person seeks help sooner – from a doctor or the police – we will have achieved our goal.”

Trust comes first “We work from a foundation of respect and trust. Not only within the editorial team, but also with our interviewees. That builds confidence, including among well-known figures. When they have an important or difficult story to tell, like Martijn Krabbé’s, they come to us themselves.”

Storytelling first “In addition, we work across different channels. We’re not ‘print first’, but ‘storytelling first’. We always ask: what is the story we want to tell, and how and where can we best tell it? In text or video, for print and online. We create a different edit for each channel, tailored to its audience.”

Tapestry of stories “For the femicide theme, for example, we launched an online petition, published columns by Yesim ­Candan and created videos on the theme with prominent politicians. For print, we interviewed women who had experienced such situations themselves and spoke with court reporter Saskia Belleman, who is writing a book on violence against women. LINDA.meiden, in turn, created content for its own, younger audience. In this way, we created a kind of tapestry of stories.”

Keeping up with the times “Many elements from the very first LINDA. are still there, but we’ve also adapted a great deal in terms of format and tone of voice. As a media brand, it’s our job to be where our audience is. That is why we were one of the first magazine brands to start using social media in 2006, followed by a major online platform in 2007 and premium content for subscribers two years ago. We constantly scrutinise our brand to keep evolving. If you don’t, the world will catch up with you.”

Reinventing the format “Last year, we adjusted our magazine formula. We discontinued sections that performed less well in premium and replaced them with more content about living, travel and cooking. Our data and the roundtable sessions we regularly hold with readers clearly showed there was demand for this. In this way, we continuously test whether our plans resonate with what our audience wants.”

Linda de Mol “Linda is very closely involved. We message each other throughout the day about the next issue. She writes the editorials and contributes ideas for both print and online content. In practice, Linda is very much the face of the brand, while I work more behind the scenes with the editorial team. But ultimately, we truly do this together.”

Looking forward “We were both really looking forward to the acquisition. At Talpa, we were the only brand that still had a print title. Thanks to its scale, DPG Media offers new opportunities – in knowledge sharing, technological support and impact. If we can remain true to ourselves editorially and preserve our own DNA, we can have even greater impact as a brand, both journalistically and societally.”

Celebrating every day “In February, we moved to Mediavaert in Amsterdam. It’s a beautiful new building with an international feel. I really enjoy being surrounded by media colleagues who work with the same passion and dedication on their brands. Libelle, Margriet, Donald Duck… With so many strong titles around us, every day feels like a celebration.”

Headstrong sister “It’s great to now be part of the DPG Media family. I think we will be an inspiring and fun, but also headstrong sister. We won’t always fall in line and do what is expected of us. We like to do things in a big and bold way. But we have received a warm welcome, and that feels good.”•