Food Magazines Feast on New Ads
In the first quarter, many popular food magazines have noticed a large increase in their ad pages, since food magazines are broadening their traditional focus. Magazines such as Bon Appetit, Food Network, and Eating Well have broken away from the traditional recipe magazines where they now include popular destination restaurants, celebrity chefs, and travel. This new change in expanding the topics within food magazines has been successful as there was an increase in the total paid circulation for most of the major food magazines even though there was a marginal drop for the overall industry. Before Food Network Magazine was launched, many of the spending on magazines had dropped around 21% whereas now it is revitalized and more people are interested in the food magazine genre. Now that this change occurred, more non-food advertisers around the world are reaching out and are able to make titles less vulnerable to swings in a certain industry.
I believe that due to this change in the culture of food magazines, and how they present food as a lifestyle benefits many advertisers. This can bring more profits to agencies because now that there is a broader audience who read the food magazines, they will be able to reach out to a larger audience as well. There can also be a downside to this growth in food magazines because their rivals of other genres are struggling to capture the attention of other audiences and agencies.
Written by: Samantha Chin
Source: The Wall Street Journal