New
Inspiration &
advertising facts
2014
Mer Smak’s food editor Sara Begner:
“The editorial staff
is full of energy”
Katharina Hessling at the Zenith Media agency:
“Obvious impact on sales”
Advertise in
one of Sweden’s
biggest magazines.
Reach 1.2 million
readers.
Mer Smak
With readers in the leading role
“We want more recipes!” said Mer Smak’s readers.
“We want help with our everyday situation!” they said.
“We want more food for festive occasions!” they also said.
Here you go, said Coop. The new Mer Smak is the result
of Coop’s readers’ wishes as expressed in member panels,
focus groups, via Facebook and on editorial boards.
Mer Smak is now filled with food inspiration on around
60 pages of pleasantly uncoated paper.
Since the beginning of 2013, Publisher Tia Jumbe is new,
the editorial staff is new, the design is new and the contents
are new. The food editor, however is the same: Sara Begner
continues to inspire readers with her creative recipes and
clever food solutions.
Readers are the main characters
“Vardagsakuten” – where Sara helps families with children
cope with daily emergencies. Some of the topics that are
exceedingly popular with readers include: “Help us make
healthy fast food” or “Help us with our breakfast”. “Barnens
kockskola” – cooking school for children – with simple
recipes that children can prepare by themselves is also
popular. “Jag och mitt kök” – where we can visit wellknown chefs and other celebrities, is another
appreciated segment.
“The readers are the main characters in the new Mer Smak.
“Reactions to both the content and design have been very
abundant and positive. And Mer Smak is growing in
popularity among all readers, primarily families with
children. More readers believe Mer Smak feels inspirational
and gets them to buy more.”
“Of course it sells”
As an advertiser, you get to be part of a popular magazine
with a high degree of credibility and 1.2 million readers;
468,000 readers have purchased one or more products
they read about in Mer Smak.
“Coop’s best customers see the products in the magazine
and then recognize them in the store. Many readers become
interested in making the recipes and take that inspiration to
the grocery store – of course it sells,” says Sara Begner.
One new feature is that advertisers can advertise in areas
other than food.
“Our customers don’t just cook – they drive cars, buy
children’s clothing and purchase wine to enjoy with dinner.
I think it is good that we have advertisers that can contribute
to our customers’ interests in different ways,” says Sara.
Is there anything else you would like for your advertisers
to know about Mer Smak?
“Working with Mer Smak is very gratifying. The editorial
staff is full of energy, ” says Sara Begner.
Mer Smak growing in popularity
The new Mer Smak is growing in popularity among all readers – primarily
among families with children, which are also Coop’s best customers.
1,068,000 people think Mer Smak feels more inspirational.
552,000 have looked for more information about a product
after reading about it in Mer Smak.
468,000 have purchased a product they read about in Mer Smak.
324,000 say that Mer Smak gets them to buy more.
*Source: Coops Member Panel.
Sara Begner
Mer Smak’s readers
Age
16–24 years old 6%
25-34 years old 13%
35-44 years old 21%
45-54 years old 20%
55-64 years old 19%
65-79 years old 21%
Gender
Female 73%
Male 27%
Education
Compulsory school 18%
Upper secondary 37%
University 45%
Pets
Has a cat 22%
Has a dog 18%
Has a horse 3%
Housing
House 63%
Tenant-owned flat 17%
Rental flat 18%
Holiday home 26%
Family with children
School age 19%
Preschool age 15%
Single parent 4%
Other
63% (756,000) wear glasses
New
Interests (number of readers)
– one of Sweden’s biggest magazines
• 1.2 million readers.
• 11 issues a year.
• 17% coverage.
• Reach Coop’s best customers – the ones
who buy for at least SEK 1,000 a month.
Holidaying in Sweden
924,000
Reading books
840,000
Health and fitness
840,000
Holidaying abroad
816,000
Exercising809,000
Home decorating 719,000
Working in the garden 648,000
Conserving energy 608,000
Outdoor living 564,000
Carpentry, painting, building 528,000
Wine, wine tasting
480,000
Fashion news
428,000
Katharina Hessling, print manager
at the Zenith Media agency:
“It gives results”
Which customers do you recommend
advertise in Mer Smak?
“Food and beverage customers are
naturally a perfect fit with the target
group. Since the magazine’s readers
constitute a broad interest segment,
other segments such as travel,
hygiene, banking services, insurance
services, interior design (kitchen),
etc. are also suitable.”
What results have you seen?
“Coupon campaigns have an obvious
impact on sales. We can trace the
coupon and ascertain that the specific
advertisement had positive results.
The magazine is often included in
a larger campaign, which makes it
difficult to attribute the outcome
directly to Mer Smak; however, it
most certainly reaps benefits.”
What advantages can Mer Smak offer
compared to other publications?
“It seems like Mer Smak is more
inspiring than the immediate
competition. I feel like the editorial
staff adds that little bit extra needed
to provide inspiration by using
beautiful setting images and an
attractive layout, which promotes
more interest in reading.”
Ann Burgaz, owner and CEO of The Wineagency, a wine importer:
“We should be wherever there is food”
What make you successful in the wine
industry?
“We know the industry and cooperate
closely with our producers. We focus
on our specific field and actively work
to develop and market our products
in close cooperation with our wine
producers.”
What do you think about the new
Mer Smak?
“I think it is a clear upgrade. It emanates quality and involves readers in an
entirely different way than previously.”
Why did you choose Mer Smak?
“We advertise in several food and
wine publications. Food and wine are
a natural combination – we should be
wherever there is food.”
Do you think Mer Smak’s readers are
good wine buyers?
“Yes, I think so. People who read food
publications are most often interested
in wine as well.”
Have you seen any results from
advertising?
“It is too early to tell, but generally
speaking, advertising in the right
publication gives results. We advertise
to build brands so that people will
recognize a specific wine.”
What do you think about Mer Smak
having a limited number of wine
advertisements?
“I think that’s good. If there is an overabundance of wine ads in one and the
same publication, the message will
be hard to absorb and readers will not
recognize the wines.
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Mersmak 18.02.13.indd 1
07-01-2013 15:45:30
Advertising in Mer Smak helps you reinforce your brand and generate more
sales. Mer Smak has 1.2 million active readers with purchasing power all
over the country and 17 per cent coverage.
Examples of our readers’ total consumption per year:
Nyhet! Ring mamma även
när Refill-kortet tagit slut.
Med Årskort Säker mobil kan dina barn alltid ringa hem.
En trygg tjänst från Telia som gör att livet fungerar.
telia.se
Mina trygga nummer ingår i alla årskort med mobilsurf och årskort Säker mobil för Telia Refill. Du kan välja upp till 2 nummer som du alltid kan ringa/sms:a till även när saldot är 0 kr
(max 5 min och 5 sms). Tjänsten är giltig inom Sverige i 365 dagar från aktiveringstillfället. För fullständiga priser och villkor, se telia.se/refill
Allt om Mat 2013
Readers’ total consumption/year
14,855 SEK million
3,843 SEK million
3,776 SEK million
3,843 SEK million
2,216 SEK million
2,741 SEK million
1,653 SEK million
1,055 SEK million
1,749 SEK million
1,372 SEK million
Klirr StocKholm Foto: DaniEl hErtzEll
MER ÄN
PRISVÄRT!
Expressen 2012-04-21
Products
Holiday travel (Sweden/abroad)
Women’s clothing
Building materials
Entertainment
Wine
Daily papers/publications Home decorating articles/textiles
Toys
Gardening products/flowers
Gaming, pools, lottery
Vad är det som bara går och går?
HEAVENLY!
Greater opportunities
with an insert
M-magasin är Amelia Adamos livsstilsmagasin för den moderna kvinnan i en ny livsfas.
3 nummer
av M-magasin
(värde 165 :-)
Endast
98:(+.porto.34:50)
Värde: 865:-
Mjuk turkosrandig sjal
(värde 300 :-)
Praktisk resehandväska i nylon
Välj
mellan
tre olika
färger!
Du sparar
3 nummer à 55:Väska
Sjal
767:165:400:300:-
Erbjudande värde
Din rabatt
Ditt specialpris
865:767:98:-
+ porto 34:50
Svara enkelt på internet på: www.m-magasin.se/coop
JA TACK! Jag vill gärna prenumerera på M-magasin och får 3 nr + väska + sjal för endast 98:(+ porto 34:50). Totalt värde 865:-!
M-MAgASIN
BETAlAr
PorToT
Jag väljer (kryssa i vilken färg på väska du vill ha):
 Svart väska + sjal 13066301
 Beige väska + sjal 13066303
 Cerise väska + sjal 13066305
NamN:..........................................................................................................................................................................................................................................................................................................................................................
Postadress:.........................................................................................................................................................................................................................................................................................................................................
PostNr/ort:..........................................................................................................................................................................................................................................................................................................................................
mobiltelefoN:....................................................................................................................................................................................................................................................................................................................................
Svarspost
204 17 620
110 77 STOCKHOLM
e-Post:.......................................................................................................................................................................................................................................................................................................................................................
Erbjudandet gäller endast nya prenumeranter i Sverige t o m 31/8 2013. Premierna skickar vi cirka 3–4 veckor efter att vi mottagit din betalning. Efter dina 3 nummer
av M-magasin fortsätter din tillsvidareprenumeration, portofritt direkt hem i brevlådan. Du betalar då 55 kr per nummer, med reservation för moms och prishöjningar, med inbetalningskort som medföljer varannan tidning. Vill du avsluta din prenumeration kontaktar du bara kundtjänst. M-magasin utkommer med 15 nummer per
år. All kundinformation, såsom namn- och adressuppgifter m m behandlas med hjälp av modern informationsteknik och lagras hos Bonnier AB som äger M-magasin.
När du lämnar din e-postadress samtycker du till att få informationsmejl kring din prenumeration. Information som du löpande alltid kan välja bort. Du tar även del av
spännande erbjudanden om tidningar, böcker, musik, film eller annat nytt från Bonnier Tidskrifter. E-postadressen används endast av Bonnier Tidskrifter och lämnas
inte ut till annan. Se www.kunddata.bonnier.se. Tfn till kundtjänst: 08-454 95 61.
• with children living at home
• all over the country
• who have purchased margarine
the past 6-9 months,
• who have purchased flour or
baking powder the past 6-9
months
SPARA
• and who qualify to receive
Mer Smak.
:–
Det bästa av två världar
– inredning&trädgård
Du får både de senaste trenderna och de tidlöst sköna stilarna.
Nytt, antikt och loppisfynd blandas till en personlig mix.
● Inspirerande inredning
● Fantastiska trädgårdar & balkonger
● Spännande shoppingtips
● Massor av inspiration & gör det själv-tips
● God mat & drömresor
6 nr
Ida Wahlfeldt, Nordic Brand Manager
for Milda, talks about the inserts:
+ bricka & handduk
från Spira
249:–
+ porto 39:–
+
6 NR
VÄRDE
375:–
VARSÅGOD –
Svara inom 7 dagar!
VÄRDE
195:–
DU FÅR ETT VACKERT SET FRÅN SPIRA
Du får en bricka med mönstret Siri. Varje bricka är unik eftersom mönstrets
placering varierar. Storlek: 27 x 20 cm. Dessutom får du en härlig kökshandduk
med droppmönster i två nyanser av turkost. Handduken består av 55 % lin
och 45 % bomull. Storlek: 47 x 65 cm. Totalt värde 280 kr.
✁
SVARSKORT
Beställ
snabbare
JA TACK! Jag vill prenumerera på
6 nummer av Drömhem & Trädgård
för endast 249 kr (ordinarie butikspris 375 kr).
Svara inom 7 dagar och
välj din snabbhetspremie!
Adress:
Postadress:
www. dromhemochtradgard.se/kampanj
Var god uppge kampanjkoden!
E-post*:
KAMPANJKOD: HEM 538 909
Erbjudandet gäller t o m 2013-07-31 och endast nya prenumeranter i Sverige. Premierna levereras till
dig inom 5 veckor från det att vi mottagit din betalning. Om någon av premierna tar slut i lager ersätts
de av annan premie av motsvarande värde. LRF Media AB lagrar kunduppgifter för att kunna fullgöra
kundrelationer och lämna förmånliga erbjudanden om egna och andras produkter. *Genom att fylla i
Tidningarna
gesförmånliga
ut av
e-post och mobilnummer ger du LRF Media AB tillåtelse att kontakta
dig med
erbjudanden.
För kontroll, rättelse eller anmälan om spärr av personuppgifter kontakta LRF Media AB, Box 78, 685 22
Torsby, tel 08-588 365 93.
KAMPANJKOD: HEM 538 910
Drömhem
& Trädgård
betalar
portot.
Why did you choose Mer Smak?
“Mer Smak has very wide distribution
and is associated with the purchase
mentally. Mer Smak has also developed and provides a positive environment where we can be visible.”
”BLASON DE BOURGOGNE”
[blaah:sån dö boor-gånj]
Den enda franska du behöver lära dig.
Mâcon -Villages
Crémant de Bourgogne
Saint-Bris
Pris: 79 kronor
Art.nr: 2295
Alk.halt: 12,5%
Pris: 96 kronor
Art.nr: 7687
Alk.halt: 12%
Pris: 90 kronor
Art.nr: 5567
Alk.halt: 12%
Torrt, ungdomligt, fruktigt vin
med inslag av gula äpplen, grapefrukt och örter. Passar till fransk
fiskgryta eller lite kraftigare
rätter med fisk & skaldjur.
Torr, ung och frisk syra med
toner av hallon. Passar utmärkt
som aperitif eller så serverar du
den till jordgubbstårtan som en
äkta fransos.
Karaktär av krusbär, svarta vinbär,
gröna äpplen, citrus och en massa
härliga mineraler. Utmärkt till
chèvre chaude eller lättare rätter
med fisk & skaldjur.
Namn:
En bricka och en kökshandduk från
Spira (värde totalt 280 kr) mot porto 39 kr.
Totalt sparar jag 406 kr.
Ett extra nummer (värde 62:50 kr)
portofritt. Totalt sparar jag 188,50 kr.
✁
“It was a recipe book with seasonal
fruits and berries, which aimed to
inspire simple baking. We wanted to
What was the sales outcome?
“The insert is part of a very big
campaign, which has reaped very
positive sales results as a whole. We
will receive an evaluation from Coop
this autumn showing how the people
who received the insert bought Milda
compared to a control group.”
2940
VÄRDE
85:–
2012-09-27 13.50
En härlig
bland ning
recept med
säsong ens
frukter och
bär.
• Women 18–52
years of age
PRENUMERERA
406
på underbara Drömhem & Trädgård
En genomsnittlig barnfamilj i Sverige köper hem ungefär 3 ton mat
per år. Då kan det vara skönt med en kyl och frys som bara går och går.
CYLI0046_Annons_Kapacitet_210x297.indd 1
Have you received any reactions
from readers?
“Lots of people have contacted us to
say thank you, and Coop’s
customer service was contacted by people who were
SäSongenS
neighbours of people who
bäSta bakning
received the insert because
they wanted one too. We
have also received very positive response on Facebook
and other channels where the
insert has been distributed.”
In Mer Smak’s May
issue, Milda included
a recipe book as an
insert. The insert
was very specifically
selected to reach a
precise target group.
The selection was:
(värde 400 :-)
reach people who are open to
baking, but who do not currently
bake very much.”
www.enjoywine.se
W W W . T H E W I N E A G E N C Y. S E
Prenumerera
på M-magasin
Reach your precise target group
with an insert in Mer Smak. We offer
several options and you can select
your recipients in a number of different ways – for example postal code,
purchasing volume, purchasing
habits and store type.
Tel 08-588 365 93
Telefon/Mobil*:
Tidningenges
ges ut
ut av
Tidningen
av
Tidningen ges ut av
Svarspost
200 783 03
685 22 Torsby
Sources: Orvesto 2012:1, SKOP May 2012 and Coop’s Member Panel 2013.
Alkohol i samband med
arbete ökar risken för olyckor
Lokala avvikelser kan förekomma
NR2242. 750ML. 13VOL. 79KR.
Valle Reale Rosé - Ett vin i vårens färg bjuder
på tillbakalutad njutning. En hyllad italiensk rosé
som passar perfekt till grillade skaldjur, sallad
på primörer och skön gemenskap.
Planning 2014
No.
Month
Publication date
EventsDigital advertising material
1
Jan.
w. 4 20–21/1
Melody Festival, economical, get in shape Fri. 29/11 2013
2
Feb.
w. 8 17–18/2
Sports break, cream buns, Vasaloppet
Fri. 27/12 2013
3
March
w. 12 17–18/3
Easter, waffles
Fri. 31/1 2014
4
April
w. 17 22–23/4
Walpurgis, Ascension Day, grilling
Fri. 28/2 2014
5
May
w. 21 19–20/5
Swedish National Day, Mother’s Day, grilling
Fri. 28/3 2014
6 7
June
w. 25 16–17/6
Midsummer, summer food, crayfish
Wed. 30/4 2014
8
Aug.
w. 34 18–19/8
First day of school, stock up
Wed. 25/6 2014
9
Sept.
w. 39 22–23/9
Harvest festival, cosy Friday Thurs. 30/7 2014
10
Oct.
w. 43 20–21/10
Autumn Break, Father’s Day
Fri. 29/8 2014
11
Nov.
w. 47 17–18/11
Christmas food, Christmas gifts, baking, Advent Tues. 30/9 2014
12
Dec.
w. 51 15–16/12
New Year’s, final prep before Christmas
Updated information is available at crmedia.se.
Contact us
Crmedia
Coop
Responsible for traffic and advertising
sales to external advertisers.
Responsible for advertising
sales to Coop’s food suppliers.
Claes Röjning
Dan Björnsby
SALESPERSON/PROJECT MANAGER
dan.bjornsby@coop.se
claes@crmedia.se
Phone: +46 (0)10-743 12 61
phone: +46 (0)8-522 99 852
Jörgen Karlsson
Jonas Ekberg
jorgen.karlsson@coop.se
SALESPERSON/PROJECT MANAGER
+46 (0)10-743 12 52
jonas@crmedia.se
phone: +46 (0)8-522 99 851
Cecilia Anjou
cecilia.anjou@coop.se
+46 (0)10-742 62 35
Fri. 31/10 2014