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COVER was conceived within the Burda Style Group in 2011 as a magazine for discerning women over 30 and it will now be developed into an international brand name. At the heart of the international brand concept is the monthly magazine which has inspiration, style and substances as its core values, designed for its target market of independent, open-minded women. COVER is headed by its editor-in-chief, Michaela Mielke, who was responsible for developing the concept for COVER and making it market-ready. As with the two successful test issues, each of which sold around 90,000 copies, COVER will continue to be based on the three pillars of people, fashion and opinions in future. COVER magazine will be launched for the first time as a periodical on 18 August 2012 onto the German market with the September 2012 edition.