Study: 82% Of Food Magazine Readers Are Influenced By The Content (Ads Included!)
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.
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.
“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.
“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.”
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.