Target audience
The core readers are women over the age of 35 who are keen to take care of both body and mind. This reflected in an interest in fitness, food and healthy living, the most popular themes in the magazine. They prioritise health – and are happy to invest in it. For example, 60% of readers wear an activity tracker and 62% take food supplements, according to I FORM's 2019 health survey involving more than 4,000 Nordic respondents.

In short
• Tips and fitness programmes that make fitness fun and motivational – and ensure that readers get the most out of the time they spend training.
• Inspiration for healthy eating – from the most delicious recipes to the best timesaving ways to eat well.
• Information about preventing disease and empowering yourself to be fit, for example with specific activities, food plans and other lifestyle measures that impact on health.
• A focus on mental health, e.g., combating stress, everyday happiness and sleep.
• Guides to and tests of relevant products in the areas of fitness training, food and beauty – from running shoes and leggings to blenders, pillows and sunglasses.

→ Digital
→ Publishing plan
→ Ad prices
→ Ad formats
Print / PDF

Brand­ Manager

Mette Rezvani
Mette Rezvani
Client Manager
+45 5374 5509
[email protected]


Sources: TNS Gallup 1. half year 2019



Age distribution

Aged 12-24
Aged 25-39
Aged 40-59
Aged 60+


East of the Great Belt
West of the Great Belt
Online prices and formats go to digital

I Form – Publishing plan 2020

216.01.20309.12.19Walking and strength training, fast track ways to healthy eating, diet shakes, Pilates’ balls, hair colouring at home, Guide: Ski gear
306.02.20603.01.20Trainers’ favourite exercises, losing weight, reading is healthy, colds/congestion, cross trainers, parabens, Test: fitness trackers
420.02.20823.01.20TOPIC: A long life – and a happy life, electric biking, protein, collagen, kettle bells, Test: workout leggings
512.03.201112.02.20Less sugar – more energy, heel spurs, skipping ropes, information on perfumes, Guide: yoga gear
602.04.201402.03.20TOPIC: Running motivation, spices, allergies, breakfast, healthy baked goods, TRX, corns and calluses, Test: running shoes
723.04.201717.03.20Training with resistance bands, psoriasis, more energy, dairy products, foam rollers, algae for skin care, Guide: cycling gear
806.05.201902.04.20TOPIC: The Green Issue – climate, environment, nature and greens, fitness trackers, climate-friendly beauty, Guide: walking gear
928.05.202224.04.20Salads, the human intestine, First Aid for feet, hula hoop fitness, sensitive skin, Test: Ear-pieces
1018.06.202512.05.20Summer health, micro training, better barbecuing, stress-free holidays, juices, balance training, hand weights, sun and safety, Guide: Summer training gear
11 02.07.202703.06.20A flat and firm stomach on holiday, training as therapy, tips from the optician, information on beauty products’ shelf-life, Test: sports bras
1223.07.203024.06.20Mocktails and alcohol absence, seeds and grains, typical running issues, fungus infections, rowing machines, skin and hormones, clothing and equipment for exercising
1313.08.203313.07.20Success in the gym, healthy baking, exercise with sound, yoga-block, hygiene, eye-care products, testing athlete shoes
1403.09.203631.07.20TOPIC: Take care of your heart, recipe with apples, ab wheel, make your skin glow, cannabis in healthcare products, clothing and equipment for rainy days
1517.09.203820.08.20Home training, vegan diet, tinnitus, ginger, serum, exercise bike, thin and split hair, testing jackets for running
1608.10.204108.09.20Fibres, dental care, I FORM health care study: In the kitchen, keto diet, balance board, skin and pollution, clothing and equipment for swimming
1729.10.204425.09.20TOPIC: Sleep, caffeine, antiage, lash-beauty, I FORM healthcare study: training, winter running tights
1812.11.204615.10.20Yoga Christmas calendar, guts, diet, I FORM healthcare study: In the office, running machines, handcare, C-vitamine in beauty products, clothing and equipment for exercising at home
1903.12.194904.11.19Coughing, HIIT-exercise, I FORM healthcare study: home, nuts, lunch dishes with fish, party hairstyling, testing wool underwear
1/2122.12.205224.11.20Know your diet, add flavor to your water, the perfect shower, clothing and equipment for spinning

I Form – Ad prices 2020

FormatPrice, DK kr.
2/1 page92.400
1/1 page48.500
1/2 page31.600
1/4 page17.000
Back Cover68.100
Inner Back Cover55.900
Page 2-3121.400
Page 4-5116.600
Zone 1 – 2/1 page111.700
Zone 1 – 1/1 page58.200
2/1 page + cover flap233.000
1/1 side + half page flap89.800
2/1 page Native Article
*In addition, production costs
1/1 page Native Article
*In addition, production costs
Ad formats


Spread 410×276
Fullpage 205×276
Halfpage 205×136
Halfpage 100×276

The formats are net formats. Remember crop marks and 5 mm bleed. Double-page ads must be delivered as two single pages in the same PDF file. The image is shifted 2.5 mm on each side of the spine. Text, logo, etc., must be located at least 9 mm from the edge. The ad should be uploaded at 10 AM on deadline date.

75 %
are very/quite interested in nutrition
76 %
are very/quite interested in health.
40 %
are very/quite interested in skin care
54 %
are considering spending money on sportswear within the next year.