Observed Signal · Jul 28, 2026 · Industry Analysis · Source: Lebensmittelzeitung · Impact: 2/5 · Sentiment: Neutral
Why Edeka, dm and Others Still Print Customer Magazines
Published 28 July 2026 by Redaktion LZ for HORIZONT / Lebensmittelzeitung (dfv Mediengruppe), the article says German retailers such as Edeka and dm continue to publish printed customer magazines despite an industry-wide shift toward digital communication. It argues print remains a deliberate, complementary element of multi-channel marketing: retailers assign magazines defined roles within the marketing mix and use them as instruments for customer retention. While digital tactics — online advertising, retail media and retailer apps — have gained prominence, the piece explains why many merchants keep print titles as part of a broader, integrated communications strategy. The article also highlights print's tactile quality and trusted editorial context, which can foster loyalty and product discovery alongside personalized digital offers.
Explains an industry marketing trend (retailers maintaining printed customer magazines alongside digital channels); relevant to retail marketing strategy but not a major AdTech platform or regulatory event.
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Key Takeaways & Evidence Grounding
- Article published on 2026-07-28 by Redaktion LZ for HORIZONT / Lebensmittelzeitung (dfv Mediengruppe).
- Retailers including Edeka and dm continue to produce printed customer magazines.
- Retailers assign magazines defined roles within the marketing mix and use them as instruments for customer retention.
- Retail communication has increasingly shifted to digital channels such as online ads, retail media and retailer apps.
- Print is presented as a complementary, tactile and trusted touchpoint that supports loyalty and product discovery alongside digital tactics.
Connected Companies & Entities
5 Entities mapped“Title: Warum Edeka, dm & Co. weiter Kundenmagazine drucken...”
“Copyright: Deutscher Fachverlag GmbH © DFV Mediengruppe...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Customer Magazines Foster Trust, Says Oliver Hey
Oliver Hey, Managing Partner at the Mediaplus Group, argues that printed customer magazines continue to provide value by supporting proximity and trust between brands and customers, even as digital channels grow in importance. In an interview published on July 29, 2026, Hey outlines the strengths of the customer-magazine format and comments on current priorities in marketing, mentioning online ads, retail media, digital leaflets, and retailer apps with personalized offers. The piece positions customer magazines as a complementary channel within broader, increasingly digital marketing strategies.
Bonial, Marktguru, Shopfully CEOs Discuss Digital Retail Ad Shift
In a Meedia interview, the CEOs of German digital retail media platforms Bonial, Marktguru, and Shopfully discuss the shift from print to digital circulars. They highlight that digital circulars now surpass print in relevance, driven by consumer price sensitivity and retailer demand for performance-based advertising. The platforms differentiate themselves through pull-based, high-intent audiences and cost-per-click pricing. They address competition from retailer apps, positioning themselves as cross-retailer aggregators that aid shopping planning. Measurement is a key focus, including store-visit tracking and sales data analysis. While acknowledging dependence on major US platforms, they argue their regional targeting and performance are superior. They also note slower print-to-digital transitions in Germany compared to other markets and discuss opportunities in retail media.
Dialogmarketing Monitor 2026: Print Mailings Win Back Customers
The Dialogmarketing-Monitor 2026 (Deutsche Post, produced with Statista+) and the CMC Print-Mailing Study 2026 show growing importance of dialog media and measurable effectiveness of postal print-mailings for reactivating existing customers. While online channels dominate overall, gaps in email reach make targeted print-mailings a strong tool for customer retention. Case data from MYPOSTER and 35 online shops show high conversion and return-on-ad-spend (ROAS) for print-mailings, and the Dialogmarketing-Monitor reports rising dialog-media budgets and broad adoption of postal advertising among senders.
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