The Australian Gourmet Traveller iPad app has been ranked world’s third-best magazine app by international title FIPP Magazine World. We speak to ACP about what makes it an award-winning application.

The naysayers might insist that print is dead, but Australian food magazine title Australia Gourmet Traveller is fighting back and proving to be way ahead of the game by tapping into the digital age, literally. In June 2010, the title launched its own iPad app, the Gourmet Traveller iPad app and has been winning over audiences not only in Australia, but internationally.

However, the best accolade came yesterday, when the title announced that it had been rated joint third-best magazine app in the world by FIPP Magazine World, the trade magazine representing all magazine media companies and publications around the world.

Not only was Australian Gourmet Traveller the only Australian title to make it to the list of Top 20 out of 1,800 magazine apps, it was also ranked amongst prestigious international titles like The Wall Street Journal (USA), Focus (UK) and The Sunday Times (UK).

Australian Gourmet Traveller’s associate publisher Brendon Hill said in a press release: “To be included in such esteemed company cements Gourmet Traveller as a multi-platform juggernaut in Australian publishing”.

The App has been downloaded 38,000 times and is constantly being updated with new features. Currently, users are able to access all the content available in the monthly magazine, as well as exclusive content produced specifically for the iPad users.

The FIPP judging was based on the areas of design, functionality, use of rich media and advertising.

Carl Hammerschmidt, ACP’s digital director tells Marketing: “I think the app boasts a terrific reading experience. Not only do they get the same content as our print version, additional content specific for iPad usage makes the whole user experience very engaging.”

The app includes rich media content like how-to videos, cooking demonstrations and picture slide shows.

Apart from the app, the title also produces a monthly magazine, a website, an eNewsletter and has a strong presence on Facebook and Twitter.

Phil Scott, ACP Magazines’ managing director said: “While the main game today is still the printed magazine with consumers spending almost a billion dollars buying magazines every year, we are also investing in a range of digital touch points to extend the experience and engage readers in our brands. We know that content is king and it is quality editorial that drives the brands and attracts readers across these multi-media platforms.”

When asked whether he was afraid the app would cannibalise readers of the print version, Hammerschmidt says: “We take the philosophy that we will provide our readers with the choice of platform on how they want to engage with our titles. We see this as a complimentary channel to the print version, instead of a competitor.”

“Advertising wise, we offer our clients the ability to advertise across the channels, and with the app, it allows them to offer even more exciting information and content”.

While the Australian Gourmet Traveller app is currently only available on the iOS platform, Hammerschmidt advices that ACP will be releasing versions that can be used on different devices and platforms in the near future.

Belle Kwan
BY Belle Kwan ON 10 August 2011
Assistant editor, Marketing magazine & marketingmag.com.au
A marketer's dream who believes everything she sees on TV.
Advertising is not evil, it is an artform and a science.