Concept
“Centaur” is the customer magazine for the German health and beauty retailer, Rossmann. It is published eight times a year with a print run of 650,000 copies and is available in all 1,500 Rossmann branches across Germany.
“Centaur” is aimed at traditional families, in particular at women acting as “family managers” and the main decision-makers when it comes to shopping. 70% of the magazine’s regular readers are women living in family households, while 40% of readers are between the age of 39 and 49 and another 30% are in the 29 to 39 age bracket. The magazine’s readers are distinguished by their loyalty to Rossmann and their receptiveness to the chain’s regular product advertising campaigns.
With the prize draws in “Centaur” receiving an average response rate of three percent, the magazine beats most of the competition in this respect – usually a one percent response rate is considered a success for lucky draws and mail-outs. In other words, the magazine performs very well when it comes to appealing to readers, attracting their interest, and galvanising them to action. The percentage statistics are based on a distributed circulation of 650,000 copies.
