Sanoma Uitgevers introduces esta, a new general interest women's magazine for 'girls of 40'. For most women's magazines, family is the central subject and these magazines donot offer much identification for modern, independent women aged 35+.

esta differs from other Dutch women's magazines because of the mentality and the perspective of the chosen subjects such as human interest, art, culture and entertainment, fashion, beauty, food, health, and relationships.

esta aims at women aged 35-55, with a more educated level of thinking and acting, who are socially orientated and have a broader field of interests. esta-women are independent in their relations and ambitious in their work, without 'being merciless'.

The magazine was for sale in the shops from Monday, 7 June.