Feature: Feeding The Foodie Habit

As Nigella and Jamie have elbowed Delia out of the TV kitchen, it seems that we’ve become a nation of foodies. Or at any rate, a nation who like to read about and look at pictures of lemongrass and polenta, even if we’re still eating Pot Noodles. The supermarkets, where those of us unable to zip down to the specialist fishmonger on a scooter shop, have responded to the bookshop bankability of food by swelling the ranks of contract published food magazines.

In the first half of 1997, the food magazine market included four titles, of which only one, BBC Good Food, was not a contract title for a supermarket. Of the total circulation of 3.3 million, over 40% was due to Safeway Magazine, priced at 75p, while Somerfield’s free title took 36%.

Over the next few years, the number of titles grew to six and the total market circulation to 5.4 million by this year’s January to June ABC audit. This growth saw Somerfield and Safeways’ share of the market shrink by around 10% each, while Asda Magazine, the only other free title, now claims just under 30% of total circulation.

The most popular magazines in this sector remain those that are cheap (Safeway Magazine at 75p) or free (both Somerfield and ASDA’s titles). However, this market does not necessarily behave in the same way as the standard commercial market. Safeway Magazine, for example, has carried offer information for its customer loyalty card scheme, which may encourage purchase.

The advantages to advertisers of supermarket titles is that, since they are only available through the stores, messages reach a large number of readers who are more or less guaranteed to be regular FMCG purchasers. In addition, there are good opportunities for brand-boosting editorial tie-ins such as competitions or features.

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