The magazine features extensive in-depth interviews with ordinary people. This material is edited according to all the standard lifestyle magazine formats, from the big cover first-person stories to the memorable one-liners. It is grouped around a single monthly topic. The advertisement in the magazine is based on the same principle: every business or individual has a good story to tell. The volume of the magazine is about 160-180 pages. We see our audience as a group aged from 27 to 55 and more, who is interested in a first-hand non-partisan information about other people's life stories as parts of broad social patterns.