From Delicious’ beginnings as the first celebrity chef magazine 16 years ago, it has evolved to a food and lifestyle platform.
Led by editor-in-chief Kerrie McCallum, the publication underwent a redesign in 2015 which introduced a new online destination be created, an expansion into lifestyle content and landed it the prestigous title of Magazine Brand of the Year at the 2016 Australian Magazine Awards.
The Australian Magazine Awards recognise best in class magazine brands, editors, marketing and more. Get your entries in now - they close tomorrow.
McCallum speaks to AdNews about what makes an award winning magazine.
Kerrie McCallum at the 2016 Australian Magazine Awards
Last year Delicious was named Magazine Brand of the Year - a huge achievement for the brand. What do you think has been Delicious' recipe for success?
KM: I think there are a few things at play. The historical loyalty to the brand meant that when we finally did launch delicious.com.au, there was an enormous audience ready and waiting who already trusted what we do. It's a brand that I believe has the highest subscription rate in the country, and the highest retention rate, so people are committed to it.
Another critical factor was News Corp buying the brand outright. The development that ensued for the brand would never have been possible without the commitment and strength of this company - both the print outreach through all the Sunday mastheads plus the digital and product expertise that has seen our online and social presence dominate and flourish. The people that work across all these fields are at the top of their game and this helped support and grow an already successful magazine into a brand.
How has the rise of the food culture in Australia helped Delicious flourish?
KM: That also has been fortuitous. I think the popularity of food has broadened our audience. Eating out is not just for the elite any more, it is a much more democratic experience. And whether eating out or eating in, many Australians expect a higher quality and have a better knowledge of food techniques and produce. This all plays into what delicious is as a brand; it is inclusive, it is of a high quality but gives the audience confidence to enjoy and share these food experiences, and it helps translate restaurant trends, both for a home cook and for those who like to eat out or travel. Food brings people together, and I think Australians are becoming really proud of our food identity and participating in the growth of that.
What changes have you made to Delicious to keep the brand evolving?
KM: I have simply built on a beloved brand and worked with our business to achieve some clear strategies. We had to grow our social audience to be number one in the category and we had to launch delicious.com.au successfully and engage a new audience. We had to launch Delicious on Sunday and make that work for the Sunday mastheads, and we had to launch a mooks/books sub-brand called Real + Healthy to cater to the desire for delicious, trusted but healthy recipes.
What are the biggest challenges for publishers in the food space?
KM: Even though the food category is large and healthy, we face the same challenges any content creators do. You have to be very clear that you use your staff and your own time to achieve clear objectives, that you are ruthless about not wasting time on things that are nice to do but don't significantly benefit your business. We try to remain really strict about that.
What are the areas of opportunity for publishers in the food space?
KM: Anywhere there is a significant audience where your brand can cut through. Video is a proven growth space in food and the audience is heaving and hungry for more. We've watched our video views grow beyond our wildest dreams and we monetise them via Studio Delicious. Events are also something we are focusing on to create content, engage with consumers, and drive strong new revenue streams that enhance the brand.
What's next for Delicious?
KM: Delicious 100 is due out in November - this will encompass 300 reviews across the eastern seaboard in the Sunday Telegraph, Sunday Herald Sun and Sunday Mail. Being a part of this network, and having such strong support from the Sunday editors and consumers, has had an extraordinary impact on our brand in so many ways. We are entering the really exciting phase two for delicious.com.au as we build out our Eat Out vertical. This will leverage the entire Food Corp network and will have tentacles within all the assets of our business. I will have much more news on this in six months but collaboration is key.
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