During World War II, this meant, among other things, that the federal government's supply policies were commented on from its own perspective, and a sense of community was built and maintained.

[1]: 205  In his editorial in the first issue, Duttweiler wrote: "A state of everyday life must be created that will be in accordance with the words: 'We are one single people of brothers.'

Different social classes were portrayed, and the marketing of Migros products, which remained inexpensive even during the war, contributed to reader loyalty during the crisis period.

The Search Corner became a "real hit" with the audience, as the newspaper wrote in May 1987: "So many people and things from the past want to be found again—and in our large readership, surely someone remembers in each case".

Most concerned friends lost from sight from school, vocational training, or military service, but also forgotten song lyrics, poems, or hobby items.

The introduction of a conservative section for reader engagement corresponded to the dominant marketing theme at the time, the "value change," as mentioned in the Migros annual report of 1987.

On one hand, the section provided an identity-forming memory depot in times of new crises; on the other, the return to the past also strengthened individual learning for the future.

[11] The renaming came at a stage in the renewal of Migros, which also included the revision of the statutes of November 9, 2002 and the accompanying structural reform as well as the new mission statement from 2003.

[12] In the editorial, Anton Scherrer, President of the MGB Directorate General, wrote: "The new magazine should reflect the fresh, modern Migros - without neglecting current social, political and economic issues."

[5] The largest competitor of Migros Magazine is the Coopzeitung, a weekly paper published on Tuesdays by the major distributor Coop, which has even higher circulation and reader numbers.

The Neue Zürcher Zeitung calls the two newspapers the "silent giants" of the Swiss media landscape and says of their journalistic work: "Apparently, the consumer segment takes pleasure in majority-compatible everyday and lifestyle topics as well as politically balanced background reports".