Journalist and editor Julia Zaetta is heading up a new magazine for Harris Farm Markets which she says will be a “big love-in” for readers and advertisers alike.
Zaetta, who left Bauer Media, now Are Media, amid the pandemic last year, has taken on the role as editor for the bi-monthly magazine called Market. She is the former editor-in-chief of Better Homes and Gardens.
The new title, published by Highlife, will be in stores from this week and will feature recipes and advice, as well as profiles on farmers and suppliers, and topics such as sustainability.
Zaetta says her goal with the magazine is to extend the experience Harris Farm Markets customers have in stores to their homes.
“It will include recipes, tips, and tricks because that’s what Harris Farm Markets is about - food and feeding the people who matter to you most,” Zaetta tells AdNews.
“But what we're doing a little differently to the supermarket titles, because Harris Farm Markets is not a supermarket, it’s a market, is that our content runs are bigger at the moment and we’re hoping to be as luscious and generous with how we put the magazine together as is the experience in store.
“And the lovely thing for us is that the advertisers are equally as fan-like as the customers. So the whole thing really is a big Harris Farm Markets love-in.”
Market, which has a team of five working on it, has an initial distribution run of 80,000 and a cover price of $5.99, or $2.99 for the store members.
The first issue has advertisers such as Harvey Norman, Bulla and GreenSkin Avocados on board.
However, Zaetta says she is seeing so much demand from advertisers that she expects the title to become more frequent, with more pages and its team to expand.
The 100-page magazine will run bi-monthly
“We’ve had a lot of support from the advertising community who are the providers and suppliers to Harris Farm Markets, and have been for a very long time,” she says.
“The seafood people love it, the farmers and growers are huge supporters, so we're getting support from all of those people.
“Sydney Markets has advertised, and as well it's the 50th anniversary of Harris Farm Markets so the magazine is coming out at an opportune time.”
Zaetta has plans to include travel stories in the magazine as the sector begins to recover from COVID-19, as well as gardening and content for children.
“My hope for Market is that when the shopper leaves with the magazine in hand for the weeks afterwards they’re feeling the Harris Farm experience at home,” she says.
“Despite the fact that it looks really good, I’m hoping that it doesn't sit on coffee tables and instead is rolled back in the kitchen. I want it to be used regularly for all the fantastic food that’s in there, the great recipes for quick meals, information that you probably wouldn't otherwise have, and the learning experiences.”
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