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Today in class we spent two hours listening to the cutest pregnant woman give a two-hour talk about the launch of a new magazine. Not just any magazine launch, but a new title that became successful in the midst of this recession, and the incredibly talented pregnant woman was responsible for this miraculous achievement.
Food Network Magazine is the title, and Maile Carpenter is the EIC who has managed to surpass the original estimate of 400,000 views to an astonishing 900,000 with only three issues having been published!
Coming from the successful launch of the Everyday with Rachael Ray magazine, Carpenter managed to find a hole in the already crowded cooking magazine market. She was able to do this quickly with, what she notes, is Food Network Magazine’s major point of difference: It comes with a built in network of celebrities, from Rachael Ray herself, the Iron Chef, Guy Fieri, Paula Deen and more, along with their popular personalities, brand recognition and established trust and loyalty.
While this magazine is in partnership with The Food Network, it is not biased toward the show and its merchandise. Carpenter and her small staff go behind the scenes and to write as if the TV station weren’t included in the name, such as the well-received article “Secrets of the Iron Chef” (appreciated by fans as well as the crew). More than 100 recipes at all levels are in every edition, and while there is content available on foodnetwork.com, the companion magazine site is still under construction.
This “pop culture approach to food” has already been much more popular than original estimates, and after hearing Carpenter speak realize I am going to subscribe to this magazine as well (add it to my list, along with Esquire… Don’t think I can afford all these!), for the recipes as well as support of an admired talent. To subscribe yourself to what I promise will deliver delicious recipes and mouth-watering food shots (Carpenter promises none of the spray glue tricks I was used to in advertising!), click here.
Additional thanks to the panelists in “Building a Brand: a Wheel with Multiple Spokes”:
- Bill Stump, VP, Digital, Rodale: Made me excited about his/Rodale’s tactics of allowing inexperienced employees to generate videos for websites such as Men’s Health. Emphasized to those of us entering the job market to attempt any task you’re given.
- Gail Horwood, SVP Digital Programming & Strategy, Martha Stewart Omnimedia: I wonder how much personal impact Stewart has on her brand, but they are all quite successful. Shared the secret that the craft section is most popular. I believe it, there are directions to make a really cute message board in the June edition of Martha Stewart Living.
- Frank Lalli, EIC, International and Magazine Development, Reader’s Digest Association; ED, Purpose Driven Communication: Reminds that you are your own brand. Spoke about launching the magazine/360 approach to Pastor Rick Warren’s A Purpose Driven Life. For Bible Studiers, obviously I’m not in the target. Did get the chance to ask him why Reader’s Digest changed their cover design years ago from the Table of Contents and made it look just like every other magazine- he said the team thought it needed updating, while I thought it lost its identity and individuality.
- James Jacovides, VP, Licensing & Syndication, Time Inc.: If you have any questions, ask him I think he thinks he knows everything. In reality, he is very smart and he works for a very successful company and he knows it and isn’t afraid to share. He discussed how magazines go international and the different methods Time Inc. uses to ensure an immediate profit.
- Jaimee Zanzinger, Deputy Editor, Real Simple: I personally like Real Simple, though it hasn’t helped me de-clutter my life. Zanzinger spoke about their commitment to helping make an easy reading experience, from short articles to the included book mark and pictures that help tell the story. Interesting to note, the photos in Real Simple are styled after every article is written, not scrap art. Must be incredibly expensive for the shoots and talent, but the effort comes through in print.
Off to my first NYC party!!! Some launch for some music reality show from what my friend with the tix told me. Concept sounds like it may be lacking, but I could use a few free drinks after these long days. Woohoo.