Taste.com.au to take platform offline, into print magazine
It’s an interesting day for print media in Australia with food and lifestyle website Taste.com.au announcing it will launch a monthly print magazine edition of its hugely successful online property.
Managing director of NewsLifeMedia, Nicole Sheffield, has announced that Taste.com.au Magazine will launch in September and is confident that its strong online following will carry over to a print audience.
“Taste.com.au is a resounding Australian success story. It is one of the most trusted brands in the country and in six short years it has become Australia’s number one food and lifestyle brand,” she says.
Nielson research figures show that the website received 1.7 million unique visitors and over 31 million page views in March and was the number one paid app in the Food and Drinks category of Apple’s App Store. It currently houses over 25,000 recipes with 461,402 members who have created one million online cookbooks and saved 2,135,287 recipes.
NewsLifeMedia’s group publisher of food brands, Fiona Nilsson, says, “We’ve done extensive research and tightly mapped our consumers’ needs and wants. A lot of those needs are in print and we want to deliver that to them. Targeting the 25 plus woman, Taste.com.au will redefine food magazines to a modern mass audience, filling the gap with a product that meets their rapidly evolving needs.”
NewsLifeMedia is yet to announce an editor.
But Taste.com.au isn’t the only ones taking a leap into print. A small town in the UK is also launching a print version of its hyper-local website, the Caerphilly Observer after its success online.
The website has received a grant from the local government to launch a fortnightly full-colour print edition that will be funded by the local government, with hopes it will eventually be increased to weekly newspaper. The website was founded in 2009 and attracts around 20,000 unique visitors a month.
It’s been another damaging year for magazines, with magazine giant Bauer axing five titles since it purchased ACP last August and the well-documented challenges newspapers continue to face, including the Commercial Economic Advisory Service of Australia finding that magazines’ revenue from advertising fell 20% in 2012.