IPC to launch home-cooking one shot

IPC is testing the home-cooking mass market with the distribution of a one-off Woman and Home sub-brand title Dinner Tonight in September.

The move comes amid a growing trend to cook “from scratch” and have dinner “occasions” at home in response to the recession.

It follows Bauer Media’s April launch of monthly title Eat In and several retailers efforts to tap into the home-cooking trend via instore and direct marketing sales promotions.

The 156 page title will be priced at £2.99 and will feature recipes, cookery advice and celebrity content. IPC has refused to comment on speculation the title may be rolled out as a stand-alone monthly title if the September issue does well.

Food titles appear to be selling better than other mainstream mass market sectors during the recession. Circulation of the BBC’s Easy Cook title rose by 20.4% to 88,692 in the six months to December 2008, according to Audit Bureau of Circulation (ABC) figures.

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