Bauer launches new magazine despite downturn
H Bauer is set to launch a new credit crunch cookery magazine called Eat In, in a bid to defy the on-going advertising downturn.
Bauer’s new title, which is expected to hit the newsstands on March 31, aims to “capitalise on the UK’s increasing obsession with home cooking”, according to the publisher.
The monthly magazine will be released with a cover price of £2.50 and is set to offer its readers tips on home cooking “packaged in a fun and friendly format”.
Bauer’s managing director, David Goodchild, admitted that a launch in this market was “ambitious” but said: “We’ve seen the positive impact on magazine sales as the nation continues to be inspired by top chefs and TV personalities who have helped reignite the nation’s love affair with cooking at home.
“Eat In will capture this enthusiasm by celebrating the joy of creating simple, delicious dishes using quality, affordable and easily accessible ingredients.”
The title will be in competition with other magazines such as the BBC’s Olive, Easy Cook and the current market leader – Good Food, as well as Seven Publishing’s Delicious.
Bauer’s new launch comes months after celebrity chef Jamie Oliver released his similarly themed bi-monthly title, simply named Jamie Oliver, which he personally funded at £250,000.
Speaking at MediaTel Group’s recent ‘Future of Consumer Magazines’ seminar, media journalist and panellist Ray Snoddy urged the magazine industry to invest in launches during the downturn (see Snoddy: “Publishers should be planning launches”).
However, fellow panellist Evelyn Webster, IPC’s recently promoted chief executive, said that her publishing group is keen “to invest in established brands” during the recession.
Speaking from an agency perspective, Carat’s press director Dominic Williams, added: “Publishers should invest in current brands. Don’t launch – you’d be crazy, it’s so risky and there is already too much choice. Agencies are definitely going with stronger and established brands.”
MediaTel data shows that there were only 35 launches in 2008, compared to 169 closures – mainly as a result of the deteriorating ad market, which is due to worsen this year.