Since its founding, the F.A.Z. has promoted itself with its greatest asset: its readers. The motto ‘There has always a clever mind behind it’ is virtually a classic. For almost 20 years, the company been asking well-known personalities to take part in the now legendary ‘Clever Minds’ photo series. More than 85 famous ‘clever minds’ were photographed reading the F.A.Z. newspaper in surroundings that are characteristic of them.