Coles magazine doubles issue frequency
May 15
The phenomenally successful Coles magazine is now a monthly title, more than doubling its frequency from five to 11 issues per year.
The Coles magazine is a gift from Coles to its customers every month, reinforcing that Coles is the best value one-stop shop for all the family’s needs.
Created for Coles supermarkets by ACP Custom Media, the new monthly Coles magazine focuses on good food, providing customers with hundreds of practical, delicious and nutritious recipes. The new monthly format will expand the content offering to include even more hints and tips on everything from cooking and cosmetics to cleaning, gardening and caring for pets.
Coles magazine is Australia's highest-circulating food magazine.
From a 'modest' print run of 250,000 at launch in late 2005, today 1.25 million copies of Coles magazine are distributed seasonally in Coles supermarkets across Australia. As of July this year, 1.25 million copies will be delivered every month, with 2.5 million printed at Christmas time. This increase in distribution equates to an annual reach of 15 million copies a year.
The monthly magazine will remain at 68 pages, increasing to 92 pages at Christmas time.
Sally Wright, Publisher, ACP Custom Media and Books, said: "That Coles is more than doubling the annual Coles magazine issues is great news for customers and a major vote of confidence in ACP Custom Media. It demonstrates the positive results the magazine is achieving for Coles and its suppliers.
"We are strengthening what is already a popular supermarket pick-up and a powerful marketing property; the increased frequency gives Coles’ customers more of the exclusive Curtis Stone recipes they love while also providing suppliers more opportunity to promote their products in an editorial environment that we know shoppers embrace."
Donna Ogier, Publications Manager at Coles, said: "Coles magazine is so popular with customers that we simply can’t squeeze enough into the current seasonal editions. Going monthly gives us a superb opportunity to provide more of the content readers love and provides our suppliers with a unique vehicle to tell customers about their products.
"Coles Magazine already has an impressive track record when it comes to boosting sales for its advertisers. For example, many advertised items in our Christmas 2011 issue achieved sales uplifts ranging from 40 to 180%.Δ
"Coles magazine, in its new monthly format, is also an ideal opportunity to broaden the content so that it speaks to customers about our complete range of products across the store.”
Coles magazine’s target audience is the main grocery shopper, typically female, who is time-poor. She desires inspirations to feed her family every night with fast and easy recipes that are delicious.
• 75% of Coles magazine readers are women
• The average reader age is 44 years, but the magazine also reaches younger mums aged 25-34
• 67% of readers are the people mainly responsible for preparing household meals
• 66% say they really enjoy cooking, with 57% pre-planning most meals and buying the required ingredients beforehand*
Coles magazine also provides an exclusive environment for featured products*:
• 83% of Coles magazine readers do not read Masterchef magazine
• 84% do not read Super Food Ideas
• 85% do not read Woolworth's Good Taste
The next issue of Coles magazine will be available free in Coles supermarkets across Australia from Wednesday, 13 June.
Sources:
Δ sales uplift in the first three weeks of Coles magazine in store from Thursday 24 November, 2011 compared to previous months.
* AustraliaSCAN, 2011-2012, Quantum Research