15 Years of Delicious Premium Publishing
By David Pilcher
For the folks behind News Corp's Delicious title in Australia, it's been a case study in audience building tactics. Q: What's pink and blue and looks good enough to eat? A: The cover of Delicious' 15th birthday issue. And it's really something to celebrate. Two years ago, NewsLifeMedia (a division of News Corps) became the sole owner of the 13-year-old brand Delicious, a premium food title in Australia. Breaking away from its original partnership with ABC Magazines had its share of challenges, and the creative team worked hard to create a name for itself as a stand-alone brand, explains Miranda Ward in Mumbrella. Two years on, they've done just that. They focused on increasing their lifestyle content (there was "huge demand" for that, according to News Corp's Food Corp direction Fiona Nilsson) and connecting with their audience in more fundamental ways. "[Food is] central to so many decisions people make across travel, social lives, connectivity, kitchens, to how they decorate their homes, Nilsson explains. "Our audience, more so than any, absolutely put food at the centre of their lifestyle, that was a big focus to increase the lifestyle content of the brand," she continues. The brand has successfully made the […]