Study: 82% Of Food Magazine Readers Are Influenced By The Content (Ads Included!)

Study: 82% Of Food Magazine Readers Are Influenced By The Content (Ads Included!)
SHARE
THIS



In an era where magazines are fighting to the death, the food category somehow manages to enjoy considerable success, and while dipping slightly in the circulation field, this arena remains a step above the likes of women’s, men’s and celeb titles.

According to the most recent AMAA circulation figures, the food category in Australia circulates close to 400,000 printed publications over six months, and that’s not even attesting to its strong readership online, which taste.com.au continues to dominate.

Magazine industry body group Magazine Networks has released (exclusively to B&T) the findings of a report into the attitude of Australian magazines readers, 82 per cent of readers are influenced by the content in food magazines, from a sample of over 1000 readers of the category.

Explaining this fascination with food, NewsLifeMedia’s director of food Fiona Nilsson said, “Australia is a nation obsessed by food. Nearly 13 million Australians engage with food every month, with one in two now considering themselves a foodie.

“Food impacts all areas of our life from health and finances to travel and kitchen design to family and our social lives. Food magazines are highly inspiring and encourage discovery; and the quality of the triple-tested recipes in every issue builds trust.”

As a result, Nilsson added, this influences the extent to which food mag readers engage with – and trust – advertising in these publications.

547454

Sixty-six per cent were influenced by the recommended or featured products shown to them in the mag, while a further 65 per cent believed the ads in the magazines were chosen to suit like-minded readers, and 58 per cent were influenced by these ads.

On top of that, one in five survey respondents bought products featured in the latest food magazines, and while readers felt equally inspired by the content both in print and online, print was the most influential medium, pushing 67 per cent of readers to action in response to an ad.

Arguably the most important part of the study was the influence food magazines have in establishing a brand presence and inspiring affinity with certain brand names.

Food magazines drove brand discovery by 44 per cent, and built familiarity with readers by 56 per cent. The impact of advertisers in food magazines also includes driving advocacy, and desire, of a brand by 57 and 39 per cent, respectively.

Compared to readers who had not seen an advert in a food magazine, advertisers in these publications drove awareness by 78 per cent, and saw 67 per cent likely to purchase the product being advertised. This was 13 per cent higher than those who hadn’t seen the advert.

When survey respondents were asked about brand perception based on ads in the mag, 22 per cent agreed they wanted to tell others about the brand, 32 per cent felt it was a brand they’d like to own, and a massive 50 per cent associated trust with the brand, as opposed to those who hadn’t seen the advert in a food mag.

“Advertisers understand that so many decisions we make about our families, our homes and our purchases all revolve around food and are leveraging off that. Food is also a major passion point and advertisers are increasingly looking to connect with people through passion points,” Nilsson explained.

390_thumb_1

“Consumers are far more likely to take notice of ads if they are engaged with the content. There is a real skill in creating the right content to really engage audiences and in storytelling. Briefs that include content that clients can use in their owned media and amplify in earned media are coming in weekly and this is up dramatically on last year for us.”

Within the category, it’s shown that the content helps build confidence and knowledge, with 87 per cent of the readers claiming they relied on what the magazine brand was telling them and 84 per cent believing the magazine creates their content for audiences just like them.

“This is reflected in the latest research study conducted by Magazine Networks with one in three readers learning something new or surprising the last time they read a food magazine,” Nilsson added.

“Food brands are multi-platform and they keep pushing boundaries. The demand for content keeps growing so having strong consumer insights is very important to deliver to consumer needs,” said Nilsson.

“You also need to understand not only what content is trending but also the food journey, from inspiring content and trends, to an audiences’ planning, purchasing and cooking behaviours. Events are helping us create a closer bond between the consumer and the brand by immersing them in a fun and memorable experience – this all adds to the very high customer loyalty of our food audiences.

“Inspiration, discovery and the lean back experience are important to food magazines. Today’s food consumer owns multiple devices and uses them seamlessly through the day,” Nilsson added.

delicious-magazine-aus-march-2016-173390l2

“They may get inspired by a recipe in a magazine, search for similar recipes online on their desktop, create a shopping list on their smartphone and then access this at the point of purchase and, in the kitchen, follow a step by step recipe on their iPad.

“The key to success here is to have really relevant and complementary content that makes sense for each touch-point or device. The strength of food in digital editions is a good example of this as these extend our brands into the kitchen in a really meaningful way with tools like cook mode and additional content such as how to videos, tips and tricks and secret ingredients.

“We consider the magazine to be the collectable and the iPad is the tool in the kitchen when you’re cooking.”

 

Please login with linkedin to comment

Latest News

Salesforce Launches Data Studio With Southern Cross Austereo & Mamamia
  • Marketing

Salesforce Launches Data Studio With Southern Cross Austereo & Mamamia

Salesforce has announced the launch of a data sharing platform with partners Southern Cross Austereo (SCA) and Mamamia designed to connect data owners with buyers and create new marketing opportunities for audience discovery, sharing and activation. Part of the Salesforce Marketing Cloud, Salesforce Data Studio enables marketers to expand targeted reach with valuable audiences, provides […]

Pedestrian.tv Partners With Domain To Launch Home Content Vertical
  • Media

Pedestrian.tv Partners With Domain To Launch Home Content Vertical

Aussie youth-focused publication Pedestrian.tv has bolstered its lifestyle offering with the launch of its Home vertical, with Domain signing on as launch partner. Pedestrian Home will deliver content focused on homewares, hacks for sprucing up your space, a peep inside the amazing homes of well-known Aussies, as well as covering the real estate news and […]

Zenith Makes Two Senior Appointments
  • Advertising
  • Media

Zenith Makes Two Senior Appointments

Kylie Sneddon & Mark Johnson stamped Zenith 'movers & shakers' after promotion. Not like to their forehead or anything.

Photoplay Signs Director Frazer Bailey
  • Media

Photoplay Signs Director Frazer Bailey

Boutique production company Photoplay has announced the signing of award-winning comedy performance director Frazer Bailey for representation in Australia and New Zealand. Bailey won Gold for Direction at the BADC Awards for the hilarious Air Asia escapism campaign ‘Come Back Refreshed’ via Publicis and Silver for Millionaire’s Run ‘Prince of Nigeria’ through Brainheart. He has […]

Cornerstone OnDemand Appoints FORWARD Agency As PR Partner
  • Marketing

Cornerstone OnDemand Appoints FORWARD Agency As PR Partner

FORWARD Agency announced that they have been appointed by Cornerstone OnDemand as its PR agency of record for Australia and New Zealand. Cornerstone provides cloud-based human capital management software to help organisations realise the potential of the modern workforce. The appointment will see FORWARD working across all of Cornerstone OnDemand’s PR activities, including media relations, […]

Brisbane Agency P4 Group Celebrates Growth With A Rebrand
  • Marketing

Brisbane Agency P4 Group Celebrates Growth With A Rebrand

Brisbane-based PR and marketing agency P4 Group has today launched a new look and feel to align with its recent growth, with its team and client base almost doubling in the past year. Expanding its service offering to genuinely deliver on the integrated agency promise, P4 Group has grown its team of 15 to 26 […]

Retail Software Player Vend Moves Into AI As Part Of Platform Revamp
  • Marketing
  • Technology

Retail Software Player Vend Moves Into AI As Part Of Platform Revamp

Point-of-sale (POS) retail software company Vend has taken its first steps into AI to help retailers grow and compete as part of a major platform refresh. Dott aims to help retailers make better decisions about their stores and how to grow, bringing the much talked-about promise of AI to life for retail. Neither male nor […]

Enough With Your Shitty Videos Already
  • Opinion

Enough With Your Shitty Videos Already

Is a cat wearing a party hat filmed on your phone the extent of your video production? Read this for all our sakes.

Opinion

by B&T Magazine

B&T Magazine
Bauer’s Christian Fricke Resigns As MD Of Xcel Media
  • Media

Bauer’s Christian Fricke Resigns As MD Of Xcel Media

Further to today’s news that Bauer Media will close three of its magazine titles, the publisher has announced the resignation of Christian Fricke, managing director of Bauer Xcel Media. According to a statement sent to media, Fricke, who had been in the role a mere 18 months, will return to Germany for family reasons. Commenting on Fricke’s departure, Bauer Media […]

Former Aussie Cricket Captain and photography enthusiast Steve Waugh for SnapSydney.  Picture: John Appleyard
  • Campaigns
  • Media

News Corp Expands ‘Snap Australia’ Campaign To Regional Titles

News Corp’s award-winning Community Media’s ‘Snap Australia’ campaign continues to build momentum. ‘Snap Australia’ is a social media movement that celebrates what Aussies love about where they live. The feel-good factor of the initiative has extended into each capital city and into News Regional Media, with an additional 18 regional publications joining the initiative. Today […]

Virgin, Yellow Brick Road & GoSwitch Flock To Sports Content Platform PlayersVoice
  • Marketing
  • Media

Virgin, Yellow Brick Road & GoSwitch Flock To Sports Content Platform PlayersVoice

Six weeks after its launch, sports content platform PlayersVoice is winning the hearts and minds of consumers and brands. Established as a platform for rich and raw first-person sports storytelling, PlayersVoice has created an environment where elite sportspeople feel comfortable sharing their thoughts, hopes, dreams and fears, shining a light on ‘The Human Behind the […]

Red Agency Grows Partnership With The Whiddon Group
  • Marketing

Red Agency Grows Partnership With The Whiddon Group

NSW aged care specialists The Whiddon Group – a longstanding PR and social client of Red Agency – have widened their remit to include content, paid social and SEO in line with the evolution of the aged care sector. Whiddon, which celebrates its 70th birthday this year, delivers care services that enable quality of life […]

Image lead story Toby’s Estate Taps Influencers To Launch First Concept Coffee Range
  • Campaigns
  • Marketing

Toby’s Estate Taps Influencers To Launch First Concept Coffee Range

Toby’s Estate Coffee Roasters has launched its first ever concept coffee range – the Underdog Series. The series shines a spotlight on the world’s relatively unknown, but emerging specialty coffee producing regions. The Australian business leads the local market in selling specialty coffee from regions including Uganda, Malawi, Mexico and Myanmar. For the first time, […]

Image lead story Our Revolution Shows Off Packaging For New Smallgoods Player The Smokeman Brothers
  • Marketing

Our Revolution Shows Off Packaging For New Smallgoods Player The Smokeman Brothers

Locally-sourced Australian brand The Smokeman Brothers, has hit shelves with packaging mastered by independent creative agency Our Revolution. The Smokeman Brothers is different to your average deli meat. It is a range of premium crafted meats, made in Australia, and authentically smoked using sustainable timber sourced from the Victorian Highlands and The Riverina regions. Our […]

Yarra Trams & Icon Agency Introduce ‘Tram Coach’ For New Passenger Safety Campaign
  • Advertising
  • Campaigns

Yarra Trams & Icon Agency Introduce ‘Tram Coach’ For New Passenger Safety Campaign

Yarra Trams has appointed Icon Agency to deliver a new passenger safety campaign, following a competitive three-way pitch. The campaign aims to reduce the incidence of slips, trips and falls on trams via Melbourne’s latest safety ambassador, ‘Tram Coach’. Commencing today, Tram Coach will be travelling the Yarra Trams network throughout the week. His mission […]

The Red Republic Appoints New General Manager
  • Marketing

The Red Republic Appoints New General Manager

The Red Republic has strengthened its management team with the appointment of Mai Aristoteli (pictured above) as general manager. Aristoteli joins The Red Republic from Talk PR in London, where she has worked for nine years as a board director. The appointment of Aristoteli follows The Red Republic managing director Lynn Mooney’s relocation to head-up […]

PR Deadlines Inks Deal With GlobalCom PR Network
  • Marketing

PR Deadlines Inks Deal With GlobalCom PR Network

Sydney-based agency PR Deadlines has extended its global reach after inking a partnership agreement with the GlobalCom PR Network. The agreement gives PR Deadlines’ clients access to some 70 independent agencies covering all European Union states, as well as 60 more in countries worldwide. In turn, clients of affiliated agencies will have access to PR […]

Fintech Start-up InstaReM Names Aussie Cricketer Matthew Wade As Brand Ambassador
  • Marketing

Fintech Start-up InstaReM Names Aussie Cricketer Matthew Wade As Brand Ambassador

InstaReM, which offers international money transfers to individuals and businesses, has signed on Australian wicketkeeper Matthew Wade as the sports face of the brand. InstaReM lists Australia as its founding market, having begun life here in 2014. Since the company’s modest start in Australia, InstaReM has since successfully spread its wings to other corridors by […]

Australia Is Diverse… Does Your Brand Have An Inclusive Digital Presence?
  • Marketing
  • Opinion

Australia Is Diverse… Does Your Brand Have An Inclusive Digital Presence?

As Australia continues to grow and the population becomes more ethnically diverse, it is important that marketers ensure digital environments are more inclusive, especially for those who don’t speak English as a first language, writes Siteimprove’s Haley Doel (pictured below). Having a readable and accessible website is no longer just a high priority for large […]

Opinion

by B&T Magazine

B&T Magazine
Pepsi MAX Teams Up With PHD & Time Out For New Data-driven Campaign
  • Advertising
  • Campaigns

Pepsi MAX Teams Up With PHD & Time Out For New Data-driven Campaign

Pepsi MAX has partnered with PHD and Time Out to not only inspire Australians, but also enhance their ability to ‘MAX’ out their summer this year. Through the use of a live dynamic data feed, consumers will be served ads by the brand on events taking place around them that are relevant to their personal […]