River Publishing to publish new Co-operative Group title

by John Reynolds Media Week 26-Mar-08, 10:05

The Co-operative Group, the non-profit outfit behind businesses such as The Co-operative Bank, is launching a new customer magazine with a print run of more than 500,000 copies.

Previously, the company published a free internal magazine distributed solely to its staff and members. From June, this will be replaced by a new customer magazione, called The Co-operative Magazine which as well as being distributed to group members will also be available in-store on a paid-for basis, priced at about £1.

The first issue, which will run to around 70 pages, will be available in June. Another issue is planned for later this year. The group has yet to decide on frequency for 2009.

River Publishing, which is producing the title, said future frequency will depend on the success of 2008 issues.

The magazine will focus on food and The Co-operative Group's various businesses, such as Co-op Pharmacy, along with lifestyle articles and recipes.

Patrick Allen, director of marketing at The Co-operative Group, said the magazine launch comes at an opportune time for the chain, which is rebranding across its 4,500 nationwide outlets.
The title will be part advertiser-funded, with ad revenue expected to come from the group's various suppliers.

Sam Griffiths, head of magazines at Carat, said the new title should be a success. "They [company magazines] can work, but they need to offer more than just what is on offer in the store," she added.