  The target auditory of scientific outreach efforts is often limited to the
small enthusiastic subset of the society that value science and actively seeks
knowledge. However, the vast majority is usually indifferent or in some cases
may even be opposed to sciences. To bring these people around to support
sciences, we have to double and triple our efforts. I describe my personal
experience how I reach out to them by means of popular articles in glossy
magazines - not the most common outreach venue, at least in Bulgaria. Four
years of writing have though me that the key for success is to turn the science
into and engaging human story that will keep the readers curious until the
revelation of the riddle at the end of the last paragraph. Next, come the
spectacular visuals - for the modern reader, spoiled by eye candies of Internet
and Hollywood they are almost as important as the written words. The final
requirement is accessibility - an article should explain well only two or three
concepts; I am not calling for simplicity but for measuring and structuring of
the information content - it is better to give the readers two understandable
pieces that they would enjoy instead one impenetrable article that would turn
them away from popular science for good.
