pharmacy magazine

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pharmacy magazine
Logo Apothekenumschau
description popular scientific health magazine
language German
publishing company Wort & Bild Verlag ( Germany )
Headquarters Baierbrunn
attitude 1956
founder Rolf Becker
Frequency of publication twice a month
Sold edition 9,300,035 copies
( IVW  Q1 / 2018)
Widespread edition 9,168,618 copies
( IVW  Q4 / 2017)
Range 20.03 million readers
( AWA 4/2015 )
executive Director Andreas Arntzen , Dennis Ballwieser
ISSN (print)

The Apotheken Umschau is a German health magazine that claims to be popular science and is available in pharmacies as a customer magazine and has been published by Wort & Bild Verlag since 1956 . The founder was the publisher Rolf Becker, who died in 2014 .

Structural data

The magazine, which appears twice a month, had a circulation of 9.53 million copies in 2015, and 20.03 million readers were determined. The magazine is financed through paid advertising and copy fees of 35–52 cents each, and the placement of a four-color advertisement page costs around 65,000 euros. The magazine is distributed free of charge to customers of pharmacies, the pharmacists pay - depending on the quantity purchased and the possible impression of their company - up to 1 euro per issue. The “Apotheken Umschau” is - after the members' magazine ADAC Motorwelt (circulation 13.7 million copies) - Germany's largest circulation magazine. It is available in 80% of the approximately 20,400 pharmacies in Germany. In the media, the terms “Pensioner Bravo” or “Supporting Stocking of the Nation” are also common for the Umschau pharmacies , which are regularly to be understood sarcastically or sardonically .

Editorial building in Baierbrunn with the sculpture Eduardo Chillida: Besarkada XV (1998).

The target group for the magazine are consumers over 40 years of age, although the magazine mostly portrays significantly younger people. Numerous diseases and ailments are dealt with in short, simple-language articles. Exemplary cover topics are colds, migraines, depression, allergies, travel medicine, bladder weakness, back pain, intestinal problems and prostate ailments, etc. a. The content is created by an editorial team, the lead time to final production is four issues. 17 text editors are employed; there are also 18 layouters, graphic artists and photo editors. The current editor-in-chief is the biologist Hans Haltmeier. The Scientific Advisory Board currently (at the beginning of 2017) consists of 27 people, mostly university professors.

The articles are checked by specialist editors and possible journalistic aggravations are weakened. The entire presentation and address should make the readership positive, provide them with knowledge and arguments for the doctor's visit and not disturb them. A new category is called “lust for life”. The editors of the magazine, which is distributed free of charge as an advertising journal for pharmacies, have a positive view of medications, but they practice "... critical, independent health journalism", problematize questionable drugs, recommend tried-and-tested (and inexpensive) home remedies and sometimes discourage controversial therapies. No product names are mentioned in the editorial section. In June 2020 there was a report of competition from the Mannheim pharmacy supplier Phoenix and the Essen publishing house Funke , but the review in the first quarter of the year replaced the ADAC-Blatt as the circulation guide.


The editorial rooms in Baierbrunn are equipped with high quality works of art from the collection of the founder Rolf Becker. Works by Roy Lichtenstein , Anselm Kiefer and Jonathan Meese , among others , are part of the picture program, while the iron sculpture Besarkada XV by the Spaniard Eduardo Chillida stands at the entrance to the editorial building .

The ZDF magazine Frontal21 had to issue a cease and desist declaration in 2011 after a long legal dispute because the allegation of merchantability could not be substantiated. It is criticized that the pharmacies are more or less forced to display the magazine because customers ask for it and otherwise there would be a risk of a drop in sales.

Web links


  1. Sources: IVW IV / 2015, AWA 2015
  2. Roland Schulz: The secret of the pharmacies look around. July 2, 2012, accessed May 9, 2019 .
  3. The triumphant advance of the “Pensioner Bravo”. Süddeutsche Zeitung, November 4, 2011.
  4. Oliver Junge: Journalism on prescription . In: Frankfurter Allgemeine Zeitung of April 6, 2016, p. 13
  5. Bernd Freytag: Attack on the pharmacy review In: FAZ, June 7, 2020, accessed on June 11, 2020
  6. ^ Legal dispute between Wort & Bild Verlag and ZDF ended: “Frontal 21” withdraws allegations against “Apotheken Umschau”. July 7, 2011, accessed February 9, 2012 .
  7. Expensive reading material - pharmacists pay a lot to look around in pharmacies . In: Markt und Medien , Deutschlandfunk , February 4, 2012.