Food & Wine to serve up a 25,000 rate base increase

Share this content:
Food & Wine to serve up a 25,000 rate base increase
Food & Wine to serve up a 25,000 rate base increase

Food & Wine magazine is raising its rate base from 900,000 to 925,000 as of its January 2009 issue.

The increase marks the glossy's first since 2002, when it went from 800,000 to 900,000, and coincides with a 4.5% increase in newsstand sales for the year. Executives at the magazine report that F&W has consistently over-delivered on its rate base since the last increase.

“When it comes to things like rate base and delivering numbers to advertisers, we are very conservative because it's not something we take lightly,” explained Christina Grdovic, VP and publisher of Food & Wine. “It took a long time to get here because we needed to do due diligence. We felt like it was the right time.”

Food & Wine's target audience will remain the same through the increase: mostly female, college-educated adults; with a median age of 41.5 and median household income of $76,920 (per MRI Spring 2008).

Grdovic said that she is confident the magazine will continue to grow because of increasingly strong public interest in food. She cited as evidence the popularity of food magazines in general, TV shows like F&W-sponsored Top Chef, celebrity restaurants and food events such as wine festivals.

“Once people come into the lifestyle where they have good food and wine — and that could be the best hamburger and the best $10 bottle — they don't go back,” she noted. “Once you have great food you always want great food, and the level of interest and knowledge continues to grow.”

No special marketing plans are in the works to push the rate base increase, but Food & Wine is holding a month-long, 30th anniversary celebration in September, which includes daily sweepstakes giveaways. Readers can log on to to register for prizes from the magazine's advertisers — from a year's supply of pasta sauce to a two-person resort stay. Food & Wine is also co-sponsoring the NYC Wine and Food Festival this October, in conjunction with sister American Express Publishing title Travel & Leisure.

Going forward, Grdovic said, the magazine will focus on adding to its relationship with Top Chef and on creating more integrated print and digital programs.


Next Article in Direct Mail

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above