BBC Pushes Delia Book With Dual Magazine Tie In
The BBC has launched a cross promotion campaign between its market leading Gardeners’ World and Good Food magazines to boost the new BBC book, Delia’s Kitchen Garden with a specially produced Delia Smith supplement accompanying the title’s October issues.
The move marks the first time the two magazines have teamed up and will see a close promotional bond help to launch the book, written by Gay Search, which instructs readers on growing their own fruit and vegetables for use in Delia’s recipes.
Explaining the promotion, Dominic Murray, publisher of BBC Gardening Magazines, said: “This is a very natural partnership with BBC Good Food. We are both the market leaders in our sector and the topic of kitchen gardening is the perfect common ground. Editorially, we are going to focus on the ever increasing popularity of kitchen gardening and this partnership is a great way to promote the magazines to both our audiences and also raise awareness of the new Delia Smith book.”
The October issue of Good Food also features Gordon Ramsey as its cover star, with the celebrity chef delivering a masterclass on British beef. The inclusion of both Ramsey and Delia Smith in the title highlights the current popularity of celebrity chefs, and as the BBC points out, Gordon is the first ever chef to appear on the cover of Good Food.
Earlier this year BBC Magazines announced a milestone of half a million subscribers, marking a record-breaking response to increased investment by the company in subscription marketing. Good Food was one of the company’s strongest performers, with 100,000 subscribers (see BBC Magazines Celebrates Half A Million Subscriptions).
Elsewhere, the Corporation has invested heavily in its gardening portfolio, launching what it claims is the UK’s most comprehensive research study to date into consumer attitudes. The research is designed to inform future editorial, marketing and advertising sales plans for its gardening products, including Gardeners’ World, Easy Gardening and Gardens Illustrated (see BBC Seeds Research Into Gardening Readership).
BBC: 020 8743 8000 www.bbc.co.uk
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