Coop with new pop culture magazine
Coopzeitung is expanding its offerings with the digital and print magazine «Coopzeitung mag» and the video podcast «coop.chind.» The two new formats are specifically aimed at 30- to 45-year-olds and provide content on pop culture, mental health, everyday challenges, and lifestyle.
With «Coopzeitung mag» and the video podcast «coop.chind», Coopzeitung is launching two new media offerings that are specifically tailored to the needs of the millennial generation. The new formats complement the existing offering and are positioned between the digital magazine scoop! for Generation Z and traditional Coopzeitung readers.
Hybrid magazine with digital and printed presence
«Coopzeitung mag» focuses on topics that move millennials today: pop culture, mental health, everyday challenges, finances, family life and lifestyle. The content is created by younger voices from the Coopzeitung editorial team and is intended to provide inspiring impulses, practical everyday tips and guidance.
The new format utilizes the strengths of various channels: «Coopzeitung mag» is published four times a year as a supplement to the Coop newspaper and reaches Millennial households directly. In addition, a digital newsletter is sent to all interested parties every two weeks. The print edition is also available in cafés, bars and cultural venues.
«With «Coopzeitung mag», we are expanding the Coopzeitung with a format that meets millennials where they are - personal, relevant and in their preferred formats, i.e. digital and printed,» explains Claudia Hottiger (36), Editorial Director of «Coopzeitung mag».
Video podcast with prominent guests
The bi-weekly video podcast «coop.chind», hosted alternately by Jennifer Bosshard (32) and Olivia El Sayed (44), will be launched at the same time. Celebrities and everyday heroes from the millennial generation share moving, personal and inspiring stories. The first episode with Bastian Baker as a guest is already available.
The video podcast can be seen and heard on YouTube, Spotify and Apple Podcasts. For the social media channels, excerpts and specially produced short formats are also shared on TikTok and Instagram.
««coop.chind» tells the stories of millennials as they really are - personal, honest and with exactly the right mix of depth and entertainment that appeals to this generation,» says Claudia Hierholzer (33), producer of the podcast at Coop.
Strategic expansion of the Coop newspaper
With the new formats, Coop is expanding the Coopzeitung in a targeted manner and making it more accessible to a younger readership. In recent years, the Coopzeitung has already successfully tapped into a younger target group through its cooperation with 20 Minuten. Now the company is focusing on its own media offerings that reach 30 to 45-year-olds where they use them.
«The Coop newspaper is our most important means of communication and, like our Coop supermarkets, should cater to the needs of all people and generations. With the new «Coopzeitung mag» and the «coop.chind» podcast, we are doing just that,» says Philipp Wyss, CEO of the Coop Group.
More information: www.coop.ch/medien
