A group of journalists dissatisfied with the current development in their profession dare to go for change. With the aim of preserving the cultural asset of journalism and to establish its significance as the “fourth estate” again and to be able to work independent of publishers and advertisers. Together with the journalists we have coined the term “holistic journalism”, defined it as core brand and expressed the attitude of journalists in a statute. This is the basis of the work of the »Association for holistic journalism e. V.« and the »Kontext: Wochenzeitung« – the symbolization of this journalistic attitude. In accordance with the statute, we have derived the layout for the online weekly newspaper, the office equipment and some promotional materials.