German Aldi customers will be able to take home a free magazine from 12 January onward: 'Aldi Inspiriert' will contain 60 pages, with a circulation of 1.83 million copies, and will also be featured on Aldi Süd's website.
Multimedia and travel
The magazine is meant to inspire and inform with lifestyle and health tips, like recipes and information about the origin of fresh food in Aldi Süd's stores. Regional-inspired pages give Aldi the opportunity to adapt information per region.
An interesting point is that the magazine will also contain "exciting news about the Aldi Süd company itself", which is remarkable seeing how Aldi Süd has always been a closed-off company. Another goal for the magazine is to acquaint its audience with Aldi's multimedia offer, from Aldi Talk. It will also focus on travel and journeys, which will probably bring Aldi Reisen to the forefront of the Aldi Süd shopper.
Convenience stores dm, Rossmann and Müller already have their own magazine in Germany, similar to supermarket organizations Edeka and Rewe, but German business paper LebensmittelZeitung believes Aldi Süd is the first hard discounter with such a customer magazine. Lidl tried to do something similar in 2007 when it launched a regional pilot called 'Ihre Woche', which was subsequently cancelled.
Aldi Inspiriert will be published 4 times per year and complements Aldi's leaflet "Aldi Informiert" perfectly. The very first edition will appear on 12 January.
Despite the fact that the magazine clearly refers to Aldi Süd's store and online offer (multimedia and travel), it will not have any ads. Albert Heijn's own version, called Allerhande, on the other hands brings in millions through ads as brands pay hefty sums to appear in Albert Heijn's customer magazine.
Aldi has allowed an increased number of brand products in its stores, so that means that Aldi could clearly get suppliers to pay for the magazine, but apparently Aldi Süd will not allow that (at this point).