Focusing on the target audience | Press | DW | 18.10.2012
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Focusing on the target audience

DW's new corporate brochure was created with users and partners in mind. The protagonists are representatives of the target audience and their portraits and statements represent aspects of DW's corporate identity.

Photo spreads with images from around the world show Deutsche Welle as seen through the eyes of its users and programming partners. Analog to the station idents, the international target audience plays the starring role.

The 20-page brochure provides a compact overview with a focus on the brand values. Listeners, viewers, partners and fans were interviewed and provide their view of the world. These views are connected to issues that DW holds dear - thereby supporting DW's journalistic mindset: A sample of DW's global audience worldwide.

"Clarity, disclosure and objectivity"

For example Hala Mahdy, a news editor in Cairo, Egypt: "Dialogue helps put misunderstandings into perspective. An open exchange of ideas can lead to positive solutions and conflict resolution."

The blogger and communications expert Mark Kaigwa from Nairobi, Kenya: “Digital citizens and digital natives are shaping both international media and culture – and their tools should be clarity, disclosure and objectivity. And Monica Ramirez, a media professional and DW partner in Santiago de Querétaro, Mexico, is convinced: “International partners provide new impulses and help create unique programming that spans continents."

The corporate brochure can be downloaded or viewed online. A printed version is available upon request by sending an email to

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