The launch will form an integral part of the supermarkets-to-funeral services group's marketing strategy following its merger with United Co-operatives last July. It is in the process of rebranding its entire estate of 4500 outlets with an upmarket look.
The group has appointed River Publishing to create the title, with the first issue planned for June. The Co-operative Magazine will encompass all Co-operative businesses, with features on travel, funeral-care, financial services, pharmacies and supermarkets designed to showcase the group's ethical credentials and values.
The title reflects the group's masterbrand approach. Initially, it will be published twice a year and mailed to Co-operative members. It will also be distributed to non-members as part of a trial. If successful, its frequency will be increased to quarterly.
River Publishing already publishes a biannual magazine, Traveller, for The Co-operative's travel brand.
The Co-operative Group has a turnover of more than £9bn, with 2.5m active trading members and about 85,000 employees.
In 2009, the group plans to increase its marketing spend to an eight-figure sum and will roll out advertising campaigns including TV work. The activity is being overseen by Patrick Allen, director of marketing at The Co-operative.
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