Brand Tone

Authoritative, Sophisticated, Passionate, Traditional.

Brand Values

• •Artistic Excellence
• •Critical Integrity
• •Comprehensive Coverage
• •Legacy and Heritage
• •Service to the Arts Community

Best Practices

• •Prioritize the Art, Not the Transaction: Frame every piece of copy, including subscription offers, as an invitation to experience and appreciate the art of opera more deeply. The product is not the magazine; it's the insight and connection to the art form it provides.
• •Use Evocative and Precise Language: Avoid generic marketing terms. Use a sophisticated vocabulary that reflects the nuance and passion of opera itself. Words like "incomparable," "triumphant," "legacy," "artistry," and "critical insight" align with the brand voice.
• •Maintain an Authoritative Tone: Write with confidence and expertise. State opinions and analysis clearly and without hesitation. All content should assume the reader is intelligent and knowledgeable.
• •Celebrate the Artist: Position the magazine as a champion of the artists. Center the narrative around their talent, dedication, and performances. Tagging them on social media is a modern way to show respect and engagement with the community you serve.
• •Uphold Visual and Textual Elegance: Ensure that all copy is paired with high-quality, professional imagery. The text should be meticulously proofread and formatted cleanly. The overall impression must always be one of prestige and sophistication.

Social Perception

For Readers: "Das Opernglas" is perceived as a reputable, serious, and indispensable monthly guide for the dedicated opera and ballet aficionado. It is seen as a traditional and reliable source, though some long-time readers feel it could be more critical or diverse in its choice of featured artists. For Industry Professionals: Being featured in "Das Opernglas" is a mark of prestige. Artists, opera houses, and publicists view a positive review or a cover story as a significant career highlight and a validation of their work. Overall: It is widely regarded as one of the two major German-language opera magazines, a pillar of the classical music media landscape known for its quality interviews and international scope.

Copy Examples

• •Excellence on Stage and on the Page. The New Issue of Das Opernglas is Here. This month, we sit down with the incomparable Maria Schmidt for an exclusive interview following her triumphant debut in "La Traviata" at La Scala. We also take you from Vienna to New York, with critical reviews of the season's most anticipated premieres. Discover the world of opera. Available now in print and digital.
• •An Invitation to Deeper Understanding | Discover Das Opernglas
• •The Voice of a Generation. An in-depth analysis of tenor Klaus Richter's evolving technique and artistry. Read our exclusive feature inside. Learn More
• •Das Opernglas: The World's Stage, Delivered Monthly.
• •From the Archives: A moment of quiet focus with the legendary Karl Böhm, 1965. For over four decades, Das Opernglas has been documenting the artists who define our art form. We honor the legacy by celebrating the present.