The Kölner Stadtanzeiger, who is the first to introduce such a daily magazine in Germany, had found out the need for the magazine by employing the reader scan method. However, the Magazin tries also to attract those people who do not read newspapers any more (and therefore can't be analyzed by the reader scan method, with which a sample of readers was examined).

Nine people are responsible for producing the magazine, some of which are free lancers. The price of the newspaper will not be marked up. However, the traditional newspaper will loose one section, as some contents move to the magazine. The classical sections, like politics, will not be affected.

The publisher is not afraid that the daily supplement will be a competitor to the publisher's tabloid KSTA Direkt (also in Cologne). Franz Sommerfeld, editor in chief of Kölner Stadtanzeiger, said in Berliner Zeitung that the two publications run separately from one another and that KSTA Direkt is an important paper in case somebody launches a free paper in Germany (on free papers in Germany see also former posting). He also said that in case the daily magazine is successful, it could be introduced in other newspapers from DuMont Schauberg as well.