Former Frankie Creators Release ‘Lunch Lady’ Mag With Virtually No Ads
The former creators of frankie have released a brand new parenting magazine that takes a ‘less is more approach’ to advertising.
Louise Bannister and Lara Burke, the ladies behind independent publishing house, We Print Nice Things, and former creators of frankie, Smith Journal and Spaces, have delved into the parenting realm with their first magazine venture, Lunch Lady Magazine.
Based on the blog by Australian photographer and mother of two Kate Berry, the mag hones in on 30-49 year old food focused parents, and will feature recipes, real life parenting stories, art, photography, profile pieces and humour.
But most interestingly is the minimal advertising that appears in the magazine, which both Bannister and Burke were adamant about getting right. However, a copy doesn’t come cheap at $18.95.
“We’ve dealt with a lot of advertisers before and we wanted to take a different approach this time,” Bannister told B&T.
“We won’t get hundreds of thousands of dollars in advertising but hopefully we’ll get a lot of support from our readers rather than just advertisers.”
Bannister said they’ve collected a number of foundation sponsors for the first issue who have committed to being involved for the whole year, including Allpress Coffee, Kido Store, Love Mae, Arro Homewares and Nature Baby. She also said they would only include one type of advertiser in each category of the magazine, so there would be no overlap or competition.
“Our aim is for Lunch Lady to not be saturated by advertising and for editorial to be the focus. We are proud of our advertisers and our aim is to support and promote each other.”
“We were willing to go it alone too,” Bannister added. “We won’t sacrifice our ethos.”
“There were a couple more advertisers we would’ve loved to see in there, but at the end of the day we’re really happy.
Asked about moving on from frankie, Bannister said it was the same issue as it was when they were 26.
“This is the time of our lives, and there was nothing out there for creative parents like us. Now we’ve grown up.”
“We’re hoping people from frankie will move across with us.”
Magazine editor Kate Berry also told B&T the point was to create something that differs from the traditional parenting magazine that features the “perfect family” and gives you “the 10 steps to being a better mother”.
“We want to build a community of lunch ladies,” Berry said. “We really want it to be that you pick it up and it feels like a friend.”
Berry created the blog as a form of catharsis for her daughter after the nine-year-old was bullied at school because of her homemade lunches.
“It’s a realistic portrayal of the day to day life as parents,” Berry added. “And it acknowledges that we’re still people – we are parents, but we’re still the same people we were before we became parents.”
Lunch Lady Magazine will be published quarterly with the first edition available from November 16.
Please login with linkedin to comment
Advertising Standards Bureau johnnie walker blue label jude law Marmalade participatory culture the gentleman's wagerLatest News
WA Marketing Association Launches Under The Brand “We Are WAMA”
The WA Marketing Association will champion WA’s local marketing community.
diptyque And Like Fire Launch ‘A Scent In Song’ Campaign for New Perfume, Orphéon
Admittedly, B&T's trying a bit of cool namedropping in this headline, but not before Googling who they were first.
Enriching Customer Engagement Through AI And Analytics
Does your customer engagement need a bit of a pep & a spring clean? Read on with this Chux-esque read.
Verizon Fios Teases Gamers With ‘Unbreakable’ Gaming Controller Via McCann New York
Top news today if you're always smashing your gaming controller. Or, there's deep breathing exercises & scented candles.
YoPRO Recruits Ash Barty And Host Of Sporting Talent For Olympic Campaign Via Emotive
The gun has fired on the first of the Olympics ads! Expect a bit of national patriotism mixed in with some yogurt here.
Nike Settles Lil Nas X ‘Satan Shoes’ Lawsuit
Satan now reportedly doing rather nicely out of his Nike & Little Lucifer endorsements and trip to Georgia theme song.
Thursday TV Wrap: AFL Punts Seven To An Easy Win
The couch was the place to be for footy fans last night. B&T has no idea what calligraphy or découpage fans were up to.
Hackers Attempt To Sell The Data Of 500M LinkedIn Users
Hackers offering steak knives plus Kerri-Anne Kennerley's memoirs in desperate attempt to shift stolen LinkedIn data.
WARC Study: Highly Awarded Creative Ideas Are Significantly More Effective
Study finds winning industry awards isn't just great for an impressive email signature, they can actually sell shit too.
Poet Amanda Gorman, 23, Stars In Powerful US Vogue Cover
Poet Amanda Gorman stuns in latest Vogue cover and not a brown cardigan or matching corduroy as far as the eye can see.
Val Morgan: Easter Brings Biggest Cinema Audiences Since Pandemic Began
Easter certainly proved 'bums on seats' for the nation's cinemas; ironically, less so for the nation's churches.
Ryan Reynolds’ Satan Returns In Hellishly Fun Work For Mint Mobile
Once again Satan proves he's got the best heavy metal bands, the best virgin sacrifices and now the funniest ads, too.
Dentsu Italy Releases ‘The Women’s Body Issue’ White Paper Into Gender Equality In Adland
Dentsu Italy taking a lead on gender equality in adland. Which, let's face it, doesn't exactly sound like the Italians.
Publicis-Owned Epsilon Announces Support For Unified ID 2.0
Sure this headline doesn't make a great deal of sense, so let the cookie in the lead image be your guide.
KWP! Launches Brand Identity For Adelaide’s Winter Festival, Illuminate
The brand identity and website created by customer experience agency, KWP!, in collaboration with South Australia’s new annual winter event, Illuminate Adelaide, went live on Thursday as part of the launch of the event’s program highlights. The work is the result of months of close collaboration with Illuminate Adelaide Co-Founders and Creative Directors Rachael Azzopardi […]
Hype DC Celebrates Sneaker Culture In New Campaign
Is there a greater supporter of sneaker culture than adland? Aside from rap musicians & illegal ecstasy distribution.
Women Leading Tech: MiQ’s Annie Marendaz On The Importance Of Listening To Women In The Workplace
Annie Marendaz talks the importance of listening to women in the workplace. No mention of a staff singalong, however.
DoubleVerify Snares Doug Campbell As New Chief Strategy Officer
Doug Campbell joins the DoubleVerify team. Confirms plans to bring his stand-up desk & 'Big Dawg' nickname with him.
How Marketers Can Get Tricky Digital Transformation Projects Off The Ground
Are your digital transformation projects still stuck on Post-It notes in the boardroom? Clear the wall instantly here.
Pinterest Launches Creator Code To Keep Content Positive, Safe And Inspiring
Pinterest unveils a creator code to keep content "positive, safe & inspiring". We have no plans to introduce it on B&T.
Yorkshire Tea Appoints Zeno Group Australia
When it comes to dunking our Scotch fingers here at B&T, Yorkshire Tea is only surpassed by Gordon's Gin.
Tourism Australia Launches First International Campaign In Over 12 months
Kiwis targeted in new Tourism Australia campaign. And mercifully no sign of the pavlova, Russell Crowe or Crowded House.
Yes! It’s Finally Happening: Cannes In Cairns Is A Go
Joined advertising or marketing for the rosé-fuelled boat parties? Maybe it's the Texan BBQs? We've got you covered.
Are Media And Bonzai Introduce Dynamic Carousel Advertising Format With Launch Partners Combined Franchise Services
Are Media has partnered with creative management platform, Bonzai, and real estate giant Combined Franchise Services to launch a first to market advertising format which empowers advertisers to create engaging and effective campaigns that showcase multiple products in one ad unit.
Spoof Bunnings Ad So Good People Thought It Was A Real Bunnings Ad
A trip to Bunnings is always a sensorial feast of smells - one part sausage, one part paint thinner & one part manure.
Optus Launches Program Allowing Customers To Pause Notifications Across All Devices
Optus has introduced an australia-first innovation ‘optus pause’, giving customers the ability to pause notifications and connectivity distractions. Whether it’s study time, bed time, dinner time or personal time, Optus Pause means users can temporarily pause connectivity on all, or some, of their Optus home and Optus mobile devices simultaneously. Optus Pause is free and […]
‘Byron Baes’ Is Coming To Netflix As Look Into The Lives Of Aussie Influencers
A trip to Byron just became quadruply more expensive as Netflix unveils plans to set up camp to explore its cliches.
Logitech Strategic Workshop Spotlights Expert Digital Direction From Webprofits
Webprofits was recently invited to join Australia and New Zealand (ANZ) sales and marketing teams at their annual Logitech ANZ S+M Conference. The conference was an opportunity for the digital marketing experts at Webprofits to share the approach they have taken driving growth for Logitech in Australia. “Having Webprofits take our team through a custom […]
Pizza Hut Hong Kong And Restaurant Yung Kee Release Elaborately Named Goose Pizza, Via Ogilvy
Pizza Hut has worked with Hong Kong restaurant Yung Kee to launch the ‘Pizza Hut x Yung Kee’s Superior Exquisitely Handcrafted Victorious Best of the Best Flawlessly Exclusive Special Charcoal Roasted Flying Goose Pizza’. The pizza was inspired by the creative custom of Hong Kong restaurants who are known to come up with over-the-top elaborate […]
Adorable Dog Steals Reporter’s Microphone During Live Weather Report
Further proof not to work with animals or children. You could even add homophobes & Collingwood supporters to the list.
