Mari Paalosalo-Jussinmäki is the editor-in-chief of Olivia, a Finnish magazine aimed for the thirty-something women. In January 2012 Olivia will publish an an issue made in collaboration with the readers by using a crowdsourcing tool called Oma Olivia. This is the first time that co-creation has been systematically used in the process of magazine making. About a thousand women took part in this experimental project.