Bauer Publishing is gearing up to launch a mass market paid-for monthly cookery magazine at the end of the month, with the a title Eat In, Marketing Week has learned.
Bauer hopes the title, which has an initial print-run of 120,000, will tap into the growing numbers who are having dinner parties at home, and the longer running gastro trend made popular by celebrity chefs such as Jamie Oliver.
The new monthly, scheduled to appear on March 31, is being launched out of the H Bauer Publishing stable, which includes women’s titles such as Take a Break and Bella, alongside TV and puzzle titles.
The 84-page full-colour magazine will have a coverprice of £2.50. It is understood an ad campaign, created in-house, will run in H Bauer’s existing titles, overseen by director Julia Toni, who was not available for comment.
Some sector experts question whether magazines focusing on food have peaked after recent Audit Bureau of Circulations figures showed BBC titles Good Food and Olive both dropping circulation compared to last year. Good Food fell 1.7% to 365,978 copies and Olive slipped 1.4% to 90,236 readers.
However, circulation of the BBC’s Easy Cook title rose by 20.4% to 88,692 readers in the same period, suggesting that a mass market cookery title with the right positioning could succeed.
“Cooking from scratch is on the rise so this title could be well placed, but it needs a proper marketing campaign to back it up,” says Liam Mullins, head of press at media agency the7stars.