Grzegorz Piechota, director of social media for Gazeta Wyborcza, wondered if the free weekly supplement for women, High Heels, could survive as a stand-alone magazine in a post-feminist Poland market.
“People told us that it was impossible to go to the news stands with a feminist magazine,” Piechota said.
Launched in 1999, High Heels is a supplement to the Gazeta Wyborcza, which is published every Saturday. It has grown into a stand-alone magazine with a circulation of 100,000 viewers.
High Heels focuses on issues such as reviews of maternity; emphasis on moms, kids and dads relationship and roles in the family; investigations-abortion issues, Poland's women having to travel to London to have an abortion; and talks about sex without being vulgar or prudent.
Piechota’s vision for High Heels is to go divine and create a universe (services, published books, calendars, features, etc.) and not a single earth only. Piochota wants to compete with women’s magazine such as Elle magazine and Cosmopolitan. High Heels has adopted an audience who participates outside of the magazine. Women can publish stories on the web, take part in message boards, upload pictures and are dedicated fans of Facebook.
Piechota’s philosophy when creating the stand-alone magazine High Heels is to “try many, fail quickly, learn often.” Piechota’s emphasised that publications should be themselves.
“When you build on what you love, you are completely different from others,” Piechota said.
Piechota stressed that publications should be unique.
“Nobody can compete with us because no one is us.”