News Corp Australia’s lifestyle publishing business NewsLifeMedia has taken full ownership of delicious magazine with plans to reposition the food brand with a greater focus on lifestyle and a renewed commercial focus on events and editorial content.
NewsLifeMedia brand strategy director Dennis Michael said the takeover had given the company an opportunity to look at the delicious editorial strategy and in turn, new commercial opportunities “across categories we haven’t explored before”.
NewsLifeMedia had published the magazine under licence from ABC for the past 13 years.
Under sole ownership, the brand will take on a broader lifestyle and luxury focus, as well as its food content.
A new website, delicious.com.au, is set to launch in the coming months, which will take a more current news and pop culture angle compared to the print edition.
The March 2015 magazine released this week carries a new design and editorial content. Each issue will now carry a monthly theme and more lifestyle content than before, including “food escape” travel features and lifestyle news pages.
Longer form features will also appear in the new magazine along with new regular contributors including Matt Moran, Silvia Colloca and Mike McEnearney joining the core team of Jill Dupleix, Jamie Oliver, Matt Preston and Valli Little.
Delicious also will allow advertising clients access to editorial content for the first time under a content marketing arrangement, which can be used in the client’s own channels.
Events were also a key focus for the brand, with a series of delicious. Next Gen Dinners to be hosted at six restaurants around Australia with young celebrity chefs.
Delicious magazine is the third highest-selling food magazine overall, with a readership of 666,000. Its circulation grew by 37.3 per cent year-on-year in December 2014, with a total masthead audit of 93,952 sales per month – 92,147 copies of the print magazine and 2805 digital sales.
According to emma (Enhanced Media Metrics Australia), NewsLifeMedia’s print and digital assets collectively reach 8.3 million people, or 47 per cent of the population over the age of 14.