“Pensioner-Bravo”: The “Apotheken Umschau” surprises with a bizarre cover

“Pensioner Bravo”
The “Apotheken Umschau” turns 66 – and makes fun of itself

With the “Pensioner Bravo” special, the “Apotheken Umschau” makes fun of itself

© Wort & Bild Verlag (detailed credits see cover) / title motif: Isolde Ohlbaum

For a long time, the “Apotheken Umschau” was mocked as “pensioner Bravo”. Now the magazine has made a joke of it and is actually publishing a special edition with this name for the anniversary.

The “Apotheken Umschau” has been derided for years as “Pensioner Bravo” – Germany’s leading health magazine and “Bravo” have more in common than you might think at first glance.

Both magazines were launched in 1956 and are formative for their generation, always clarifying taboo topics and have not only survived the digital change, but have also gone along with it. The free customer magazine that is handed out twice a month in pharmacies has started with a circulation of just 50,000 issues. Today that’s an impressive 7.6 million. Now, for the 66th birthday of “Apotheken Umschau”, there is a ten-page special called “Retiree Bravo”, which will be available from Saturday, January 15, 2022.

Bravo style health tips

The cover of the special integrated into “Apotheken Umschau” is adorned by doctor, actress and “Bravo” cover star Marianne Koch. In an interview she talks about “mutant attacks” and youth in old age. Of course, a “sweet” photo love story and tips from Drs. Sommer should not be missing either: The urologist Dr. Frank Sommer and the pharmacist Dr. In this section, Sandra Sommer give health tips that know no taboos. There are also star reports on the “virus VIPs” Christian Drosten, Karl Lauterbach and Marylyn Addo. The only thing missing is the star cut – the “Apotheken Umschau” could perhaps consider that for the next anniversary.

Humorous use of the nickname

With the campaign, they wanted to respond to the nickname of the “Apotheken Umschau” in a humorous way, says Julia Rotherbl, who together with Dr. Dennis Ballwieser directs the sheet. At the same time, they wanted to show that “pensioner bravo” is not entirely true. “Health concerns older and younger target groups alike and the ‘Apotheken Umschau’ would like to offer everyone a contact point for easily understandable health information: via the magazine as well as digital content via the website, podcasts, videos and social media,” says Rotherbl in the press release .

Leap into the digital age

In fact, the supposed pensioner magazine has mastered the leap into the digital age with flying colours, which was not always the case with all publications. The podcast “Klartext Corona” started in March 2020 or the first medical history podcast in German-speaking countries with “Siege der Medizin”. In addition, with “Frau Doctor, take over!” and “A dose of knowledge” are two podcasts by the editor-in-chief that are aimed at all healthcare workers. There are theme weeks on social media on health-related topics such as organ donation or endometriosis.

And what does the “Bravo” say about the campaign? This is where Digital Editor-in-Chief Yvonne Huckenholz actually has his say in an interview in “Retiree Bravo” and explains the similarities and differences between the two magazines. Udo Jürgens already knew that everything would get better at the age of 66 – we congratulate you on your birthday!

Source: “Pharmacy magazine”

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