Carsten Strese, Managing Director of Saturn Management GmbH, explains: “Saturn epitomizes technical innovation like no other brand in consumer electronics retailing. We provide a wide range of innovative products and therefore appeal in particular to tech-savvy customers, who consider our products to be an integral part of their personal lifestyle. We want TURN ON to provide them with true added value. The magazine will not only allow them to obtain information about all the latest trends and how they can experience new technological developments in their day-to-day lives, it will also entertain.” With TURN ON, the consumer electronics chain intends to underscore its technological expertise and position itself as an advisor to customers on lifestyle-related matters.
The credibility of the magazine is particularly important to Saturn. Therefore readers will find only true journalistic texts covering categories like “Faszination.Leben” (Fascination.Life), “Abenteuer Technik” (The Adventure of Technology) and “Spitzenerfolge” (Exceptional Successes). BurdaYukom, the corporate publishing arm of the Burda publishing house, is responsible for editing and marketing the magazine. The layout was developed by the Berlin agency A New Kind, BurdaYukom’ strategic partner.
The recent launch of Saturn’s online shop marks the company’s transition to a multichannel provider, adding online business to its bricks-and-mortar stores. The aim of this repositioning is to reach customers on an individualized basis and via multiple channels. In keeping with this multichannel strategy, TURN ON also combines both online and offline offerings. The printed version of the magazine will be available at Saturn stores in Germany. QR codes in the magazine provide access to additional contents. TURN ON will also be available as an app for iPads and via the microsite www.saturn.de/turn-on.