A look behind the scenes of the Migros Magazine relaunch

What is your personal highlight of the relaunch?

The creative process from A to Z – in a project like this, you go through ups and downs together with the team, and then you suddenly reach the point where you realise that things now work, we’ve found the right solutions to all the challenges. That’s a beautiful moment!

What’s new? What can our readers expect?

Our aim was to create a magazine with a clean look and feel. We’ve achieved the latter with an airy design and a clear magazine structure. The magazine is now better organised.

And what have you changed in terms of content?

We’ve moved even closer to the supermarket with new sections on shopping preparation and stories about products and the people who make Migros what it is. But of course, and this is very important: a good magazine always thrives on an exciting, carefully curated mix of topics. In addition to snappy service stories and tasty recipe sections, this also includes longer pieces on socially relevant topics. All this can be found in the new Migros Magazine.

Which target groups does Migros Magazine want to address and how?

Our core target groups for the magazine are golden-agers and established families. Articles about household matters, health, food, family and leisure are particularly popular with this readership. That’s our strength.

Why should advertisers place ads in the overhauled Migros Magazine?

Our market research shows time and again that Migros Magazine is loved by the Swiss population for its diversity and the great added value it brings to everyday life. This is also demonstrated by the high average reading time of 22.3 minutes. Migros Magazine is as much a part of the start of the week as a big shopping trip is of the weekend. Together with the reach of over three million people, that’s a very good reason to advertise in Migros Magazine!

Want to find out more?

Take a look at the current issue (in German)