Just in time for Easter, Toom is launching its first sustainability magazine in cooperation with GEO in stores and online. Wibke Papenbroock and Julia Brehm from Toom's Brand Communications department are the first fans. They explain what makes the magazine special - and what it is intended to achieve.
"Respekt" is the name of Toom's first sustainability magazine, which the colleagues have now published in cooperation with GEO - in line with the claim "Respekt wer's selbst macht" (Respect for those who do it themselves), with which Toom has been operating on the market for seven years now.
The print magazine will be published on 16 April and the landing page (toom.de/geo)will go online at the same time. Why is a DIY chain publishing a sustainability magazine? In times when it feels like fewer and fewer people are reading in print? Wibke Papenbroock and Julia Brehm from Toom Brand Communications, who are in charge of the project, think there are many strong arguments in favour of this. one spoke to them.
Wibke Papenbroock
one: Wibke and Julia, you would expect DIY tips from a DIY store chain, or perhaps a gardening magazine. Toom has now launched a sustainability magazine together with GEO. Why is that?
Wibke Papenbroock: Sustainability has been an important topic for Toom for a very long time. Our aim is to make more and more people aware of this: A respectful and sustainable approach to nature and the environment is important to us. On the one hand, we have the right products for this endeavour. We are also committed to raising awareness of sustainability at employee level, in terms of conserving resources and in our social commitment. These topics are also associated with a certain emotionality, which is wonderfully conveyed by our sustainability magazine.
Julia Brehm
Julia Brehm: We realise that the topic of Sustainability is becoming increasingly important in society and therefore also in customer perception. It is particularly nice that our most important sustainability topics - despite their diversity - are combined in one magazine. What's more, we offer our customers the opportunity to take more sustainable ideas home to their sofa with the magazine.
one: "Respekt" was created in cooperation with GEO. Why this collaboration?
Julia Brehm: We don't want the focus to be on Toom as a company, but on our sustainability issues - that's important for the credibility of a magazine like this. That's why Toom is included in the magazine in a few editorial places and only appears in the form of an advert on the back cover. The cover image makes it clear once again that the magazine is from us. GEO stands for competent magazines on topics such as science and Sustainability - that ensures authenticity.
Wibke Papenbroock: GEO is also known for its excellent editorial work and great pictures. As the publisher, we are responsible for the content and GEO for the selection and preparation of the topics. Our co-operation has resulted in a very high-quality magazine.
one: What is the aim of the magazine?
Wibke Papenbroock: We want to inform people, of course, but also empower them to live more sustainably themselves. To this end, we provide specific tips and sensitise people to certain topics. We are all the more pleased when one or two aspects are put into practice by our readers.
one: "Respekt" is published online at toom.de, as well as in printed form in Toom stores. Is that still in keeping with the times?
Julia Brehm: We are convinced that it is. Our target group - especially customers and employees - are primarily people aged 35, 40 and up. These are people who still value print products and print advertising, as market research on this topic shows. And the online-savvy target group also has digital access to our magazine, which we have integrated at toom.de/geo. So we think of our magazine in both the analogue and digital worlds.
one: The print magazine costs a nominal fee of one euro. What happens to the revenue?
Wibke Papenbroock: We donate the net proceeds to NABU (Naturschutzbund Deutschland e.V.).
one: What are the plans - will there be a second edition?
Julia Brehm: We'll wait and see what the response is first. The magazines are prominently displayed in the checkout area of our stores and will hopefully find many interested readers. If the magazine is well received, we may well consider a second issue. What always helps us is concrete feedback. This is the only way we can find out what is already really good and what we can do even better. What I can say in any case: A lot of heart and soul has gone into the current and first issue, so the anticipation that sales are finally starting is all the greater!
Both German and English comments appear here.
Great idea! I'll probably have to go to the DIY store this weekend..
Wow, I'm looking forward to the first issue. With a partner like GEO and your expertise, it's going to be a blast. Unfortunately I don't have a Toom near me - so I'll make do with the online edition. :)