The Bulgarian issue of JOY has a circulation of around 40 000 and is targeted at women between 18 and 29 years of age. JOY is the joy of life just like the title promises. Each page has a nice layout and is full of happiness, bubbling humor and 100% fun. The main topics – fashion, cosmetics, celebrities and sex - are presented in a unique way. The message of JOY is always positive, while the small format is practical and fits well into a handbag.