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.”
BIG Outdoor has announced the launch of programmatic capabilities powered by Vistar Media. BIG Outdoor is leveraging Vistar’s supply-side platform (SSP) to make their inventory available for purchase programmatically via open exchange or private marketplace deals. “Our mission is to stay at the forefront of improving the value proposition of digital billboard advertising,” said Richard […]
Joey Calandra (main photo) is an inventiologist at leading behavioural science and innovation consultancy Inventium with over 20 years’ experience driving innovation in the health industry. In this guest post, Calandra offers top tips on rediscovering your own personal purpose… During times of crisis, like we are experiencing today, having your own personal leadership purpose […]
In this guest post, Garrett Ilg, President JAPAC at Oracle, Oracle Corporation lays out how marketers can lead their businesses to recovery… The global pandemic has changed nearly everything for CMOs, forcing them to scramble as consumers shift even more to online shopping. Meanwhile, CEOs are pressuring their marketing chiefs to find strategies for recovery. […]
The NSW Government and the Department of Education have today launched a major campaign titled ‘Maths Trains Brains’ which is aimed at changing the perception of maths and encouraging more engagement towards the subject for students from pre-kindy to Year 10. The campaign was developed by creative and digital agency Bastion Banjo with production by […]
Grill’d has launched a new tactical campaign ahead of the upcoming US elections, with the aim of comparing big American fast food giants with Grill’d’s home-grown, healthier approach to burgers. The tongue-in-cheek campaign depicts Donald Trump’s addiction to fast food options, such as McDonald’s, KFC, Burger King and Dominos, with the words ‘You are what […]
In this guest post, Dr Phillip Lawrence of Edith Cowan University debunks the myths of the environmental impact of printing… The environmental credentials of printing have been in the spotlight for a while with brands and marketers as well as large corporates regularly proposing they would reduce or eliminate paper and printing from their business as […]
The WPP-owned agency Mindshare has revealed it has won the media business for both Kayo and Binge. Both Kayo and Binge form part of Foxtel’s Steamotion’s streaming services and have seen significant boosts to the subscription numbers in recent times, primarily during lockdown. Commenting on the win, Mindshare CEO Katie Rigg-Smith said the win would […]
Realworld, an Australian location-based technology company, today launched adfindr.co, a leads platform for media owners. Adfindr finds the contact details of hundreds of local businesses around any location. Adfindr offers all media owners a database of local advertising leads. Simply type in a location and extract advertising leads in that area. David Sanderson, Director at […]
The new Online Will from State Trustees has launched with an unexpected campaign via newly appointed creative agency Hardhat, one that aims to turn in between moments into opportunities for action. Having a baby, moving house or exploring some thrilling new hobbies – this colourful, tongue-in-cheek campaign leverages the types of life stages that trigger […]
Worksafe and FCB New Zealand have launched a wild new campaign, challenging New Zealanders to take a fresh look at workplace safety. The launch TVC, hitting screens big and small this week, asks workers to be more vigilant and proactive, by listening to their inner-meerkats. In the last five years, WorkSafe has recorded 363 workplace […]
Immersive media company Imagine Room has signed an exclusive agreement with Microsoft to build and operate Australia’s first Mixed Reality Capture Studio to drive the next generation of content production. The state-of-the-art studio uses 106 cameras to create holographic and 3D-video performance assets and create immersive and interactive experiences for virtual reality (VR), augmented reality […]