BBC Unveils New Food Title

BBC Magazines has revealed that its new food title, Olive, will launch later this month aimed at cosmopolitan readers aged between 25 and 44.

The magazine is being carefully targeted at the “white plate generation”, consumers who have embraced restaurant culture and are looking to recreate their favourite food easily and stylishly at home. According to the BBC, Olive is the first title to cater for this distinct group.

Olive will be supported by a major marketing campaign and a specially branded calendar will be inserted into the Saturday Times to coincide with the launch of the first edition. The magazine will also benefit from massive retail investment including merchandising and off-shelf display.

The first issue will have the special price of £2.00, going up to £2.80 from issue two. Advertisers in the first issue include Waitrose and Emirates Airlines.

Commenting on the launch, Ashley Munday, publishing director, said: “Olive is a unique magazine for a new group of readers who are passionate about food, whether that’ s eating out, entertaining friends at home or just having fun with food.”

Orlando Murrin, editorial director ,added: “The time is right for an inventive new food magazine, something fresh and original that hasn’t been done before. White platers’ are young, sophisticated and up for it – and Olive brings them exactly the mix they’re looking for.”

The magazine will enter a highly competitive market and face stiff competition from, amongst others Seven Publishing’s new monthly food title, Delicious, which is dedicated to catering for consumers who are passionate about food (see Seven Publishing Launches Delicious New Food Title).

BBC: 020 8743 8000 www.bbc.co.uk

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