Suddenly this overview

Member press From the New Year, the Coop press will be presented in a new layout and will also provide a better overview of the promotional advertisements and make reading more fun.

Member press From the New Year, the Coop press will be presented in a new layout and will also provide a better overview of the promotional advertisements and make reading more fun.
53 percent of all Coop customers in German-speaking Switzerland consult the Coop newspaper (CoopZ) before making their purchases. In Ticino, the figure is as high as 68 percent. And the trend is rising. The main reason is the (weekly) promotions published in it. This means that the newspaper brings more customers into Coop stores than Coop advertising on billboards, on TV, on the Internet and in other newspapers. It is therefore no wonder that Switzerland's second-largest retail chain treats its most important marketing and advertising tool with care. A relaunch is scheduled every three to five years. "We always want to adapt the newspaper to the spirit of the times, but we never want to offend our readers," says Karl Vögeli, Head of Coop Press.
Less static cover images
The current facelift takes this principle into account. In the first week of January, CoopZ, or its French counterpart Coopération and the Italian-language Cooperazione, will appear in a different look, but not with a completely new outfit. On the front page, the white lettering "zeitung" under the Coop logo has been dropped, and instead the word "Coopzeitung" now appears in the upper right-hand corner. The front image concept continues to feature portraits, but these are intended to show people in action and appear less static. And the title font will also be finer and more dynamic.
For the first time, CoopZ can be produced in four colors throughout. Newspaper designer Clemens Barmettler, who has been responsible for the layout of the Coop press for almost 20 years, took advantage of this new opportunity not for graphic frills, but for a more generous picture language. The revised CoopZ starts off with a six-page reportage that is both strong and appealing thanks to the large-format photos: The first double-page spread belongs entirely to the picture, while on the second double-page spread the text is given a little space in just one column, before taking up more and more of the remaining two pages. Another two- to three-page reportage, an interview on a current topic and a two-page celebrity interview at the end of the page form the basic editorial structure of the newspaper, which has an average length of 100 pages.
The paper is breaking completely new ground in communicating about Coop itself: The regional pages, news from the company, product news, recalls and the Betty Bossi recipe are contained in a 24-page center section - a booklet in the newspaper to take out and collect. It also bundles the Coop weekly promotions on five double pages: Each discounted product is pictured here individually and arranged by category. This should make it easier for customers to find the discounts, as previously they had to search for them throughout the newspaper. In addition, all Coop's own promotional advertisements are now paginated and also listed in the more clearly arranged table of contents.
CoopZ is now also introducing a form of public reportage about suppliers. The fact that the SonntagsZeitung recently wrote about "free PR pieces for good suppliers" annoys Vögeli. "We don't print any texts from our suppliers; all texts are written by the editorial team," he says. It is true, he says, that the marketing department always suggests the topic for the three-page report. For example, underwear. The editors look for a hook - they portray the current model of the supplier, they write a factory report or document how basic materials are obtained, flanked by tips, trends and the corresponding product range of Coop.
Studio Achermann relaunches BrückenbauerThe members' newspaper of the Migros Cooperative Federation is also planning a relaunch in the spring, and even more: it will burn bridges with tradition and then be called Migros Magazine. Studio Achermann will be responsible for the redesign. The Zurich-based advertising agency
contract in a pitch. In French-speaking Switzerland, the paper
Magazine Migros, the Ticinese will stick to Azione and its somewhat larger format compared to the current Brückenbauer. Conceptually, the relaunch is part of a new communications strategy, for which Marius Hagger, who has been head of Migros Press since December 1, will also be responsible. He
knows something about journalism as well as business management, Internet strategies and communication, praises Monica Glisenti, Head of Corporate Communications at Migros. "That's exactly what we need, because in the future we want overarching communications for bridge builders, seasonal cuisine and the Internet." (mk)
Coop pays for its own adsCoop Press operates with an annual budget of 120 million Swiss francs. This is made up of 66 percent advertising income and one third subscription income. Subscription income? Karl Vögeli nods: "For every subscriber, I provide the Coop cooperative with
bill, even if he gets the paper for free. I mean, the paper has to be worth something to the company." Vögeli also sells the advertisements to Coop under the usual conditions. These will change from 2004: the four-color rate will now form the basis, and black-and-white ads will receive a reduction.
From the beginning of the year, a full color page of the German-language edition will cost a gross 34160 Swiss francs (plus four percent). Coop's own advertisements, advertisements from suppliers and purely third-party advertisements would each contribute about one third to the
volume, says Vögeli. This year, however, third-party advertisements have decreased by about 13 percent. (mk)
More and larger photos will be shown by the Coop press from 2004.
Markus Knöpfli

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