Hearst Corp. has decided to move forward with its plans to publish Food Network Magazine.
One test edition of the food title rolled out in mid-October with a distribution of 325,000, and another test is planned for January, to be followed by the first official issue in June/July 2009. Food Network Magazine, targeted at food lovers and Food Network viewers 25-54 years old, is scheduled for every-other-month publishing in 2009, though the plan is to eventually bump its frequency up to monthly. A rate base increase is also tentatively planned for mid-2009.
“We have had a great initial response to the first test issue, and feel confident that this magazine will resonate with consumers,” said Alec Casey, VP and group consumer marketing director for Hearst. “As a result, we greenlighted six issues (including the second test) for 2009. At Hearst, we are always looking at how we can introduce new products that fill a need in the marketplace, and we think Food Network Magazine fits that bill.”
The magazine is being promoted on Food Network and foodnetwork.com, as well as select Hearst newsletters and magazines and to the Hearst online and subscriber database. Casey predicts that internet sales will be the magazine’s largest source of new subscriptions.
Newsstand will also play a role in Food Network Magazine sales. Traditional newsstand outlets, club stores such as Costco and specialty grocery stores like Whole Foods all carry the title. Food Network Magazine also has a Web presence on www.foodnetwork.com/magazine.