editor . author . influencer€¦ · media audience are particularly passionate about their sweet...
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E D I T O R . A U T H O R . I N F L U E N C E R
Australians love
to celebrate food!
Fresh food, healthy food,
local food, quality food
and the joy of cooking,
eating and sharing food
with the people we love.
Food impacts all areas
of our lives…
85% health
70% happiness
69% finances
60% connection to family
48% social life
45% environmental footprint
44% kitchen design
34% travel
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The multi-platform donna hay brand sets the international standard for quality and innovation in recipe writing, food styling, photography and design. It is regarded as one of the world’s most beautiful, trusted
and accessible food brands, providing lifestyle inspiration for both entertaining
and everyday.
The opportunities to connect with a passionate and active audience who love to celebrate life with food are enormous and
transformative.
Our audience’s desire for beautifully styled content, quick, clever ideas and simple yet special recipes is what draws them to the brand. The many touch points then serve
this growing and highly engaged audience, inspiring, supporting and surprising them
along the way.
Donna Hay is Australia’s favourite
food influencer
18.5kpaid digital
subscriptions
over 685k readersdonna hay magazine
1.7 million digital
982 ksocial
tv retailcookbooksnewspaper
F O R A L I F E I N B A L A N C E
FRESH + LIGHTISSUE 7www.donnahay.com
MULTI-PLATFORM BRAND
Our strength is in our brand voice – one that is trusted, consistent and
premium. Our recipes are rigorously tested and techniques are a balance of achievable and aspirational. Our
tone is always friendly, evocative and approachable across any
platform.
A real Australian success story, the donna hay brand spans cookbooks,
television series, magazines, digital, social, newspapers and a branded
homewares collection - around Australia and throughout the world.
F O R A L I F E I N B A L A N C E
FRESH + LIGHTISSUE 7www.donnahay.com
ISSUE 87JUN/JUL 2016
www.donnahay.com
ISSUE 91FEB/MAR 2017
www.donnahay.com
wishing you TAKE A SLICE …
THE SWEE TES T 2017
fast, fresh, simple.
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WHAT AUSTRALIANS
ARE SAYING, ABOUT WHAT
FOOD MEANS TO THEM TODAY….
Trust has been established
across four food pillars47% “If there’s a
specific brand used in a recipe I’ll use
that one”
4 IN 10 rely on trusted food communities (like Best Recipes)
31% celebrity chefs vs 13% food bloggers
48% food magazines vs 20% food section of women’s interest magazines
celebrities
brands
food media
peers
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2011 2015
food websites 50 %
52 %
51 %
20 %
48 %
62 %
52 %
47 %
42 %
38 %
cookbooks
food magazines
social media
food tv shows
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Despite a huge shift in media consumption,
cookbooks & magazines are still part of the top 3 sources for
new recipe and food product ideas
Where do Australians get a new recipe and food product ideas from?
THE POWEROF PRINT
For more than 15 years the donna hay brand has dominated the Australian food publishing
landscape. Now this multi-platform brand reaches over
3 million Australians every week. Fresh + Light launched in February 2015 as a one shot, but was incredibly well received (a sell out) with over 60,000 copies
sold. It is now a regular quarterly magazine with its own distinct identity.
Donna is Australia’s
#1 selling cookbook author
The most widely read premium food title
in Australia
donna hay magazine,
is a highly acclaimed, top-selling bi-monthly food magazine with
tremendous local success and far-reaching
international appeal.
More than
6 million award-wining cookbook copies worldwide and her books have been translated into nine languages.
QUALITY CONVENIENCEThe donna hay team has a consistently
innovative approach to the food they produce – setting trends, discovering new ways with new ingredients and revamping classics to delight their
audience.
But they never forget the core brand message, special food made simple. A key driver in the content across magazine and digital editions with
regular features such as staff shortcuts, quick-fix and weeknight dinners proving
to be consistently high performers.
50% are main grocery buyers
Average weekly supermarket spend of $150
62% like to experiment with newtaste sensations and cuisines
75% love to try new flavours
78% say their priority when choosing food is flavour and taste
708k reach 36k engagement
712k reach 23.5k engagement
1m reach 61.8k engagement
1.2m reach15.8k engagement
643k reach 15k engagement
581.7k reach 38.2k engagement
632k reach 16.5k engagement
724k reach 66.6k engagement
893.2k reach 61.2k engagement
The highly engaged donna hay social media audience are particularly
passionate about their sweet treats.
From traditional baked goods to oozing lava cakes, the moment they appear
in the feed, the fans love to like, share, re-create and comment on their
personal favourites.
6.7m reach 692.6k engagement
SWEET SUCCESS
Don
na
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PREMIUM LIFESTYLE
Average Household Income is $101k
2 in 3 donna hay readers own or are paying off their home
1 in 3 went shopping for home interiors in the last 3 months
Half a million readers entertained friends and relatives in the last 3
months
86% intend to take a trip in the next 12 months
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The donna hay audience has a desire for quality food – this longing for luxe spills
over into other areas of their life. They are aesthetically driven and seek guidance to
help them curate a stylish home, wardrobe and life!
Readers are interested in information thatwill help them create the perfect lifestyle
with premium surroundings, from entertaining in their home, to fashion,
travel and beauty.
Video content transports readers into the world of donna hay,
like having Donna pop over for a cuppa and a chat.
This powerful medium delivered exceptional results in 2016 and
with our new in-house filming studio 2017 is set to deliver even more
highly engaging donna hay video content.
Your brand can be a part of that story.
VIDEO OPPORTUNITY
305k views
1.1m views
185k views
202k views
267k views
2.65m views
Content created by the donna hay team elicits reactions!
Imagine the potential for YOUR brand to be styled and designed by the donna hay team.
Story telling, not story selling through bespoke recipes, beautiful styling and world-class
photography all created by the donna hay team.
The case for content that delivers
donna hay content inspires actions & reactions
This animation of our beautiful layered Christmas cake generated over 200k views
ISSUE 87JUN/JUL 2016
www.donnahay.com
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AUS $7.99 NZ $9.50 (Incl GST)
ISSUE 90DEC/JAN 2017
www.donnahay.com
hazelnut and brandy
forest cake
ChristmasA magical
+ celebrate with our enchanting Christmas cakes and the cutest gingerbread cookiesplus your new festive menu with turkey, glazed ham, crispy pork and salads
fast, fresh, simple.
The Christmas cover cake inspired many people to recreate their own versions and share it on social media.
A highly acclaimed, top-selling premium food title, donna hay magazine is immensely popular, both in Australia and internationally (with subscribers in
over 82 countries)
Total circulation: 83,277Readership: 599,000Subscribers: 29,824
Frequency: bi-monthlyEditor-in-Chief: Donna Hay
2015 Australian Magazine Awards Finalist Food and Entertainment Magazine of the Year
2016 Publish Awards Finalist Editor of the year
donna hay magazinemain edition
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ISSUE 87JUN/JUL 2016
www.donnahay.com
ISSUE 91FEB/MAR 2017
www.donnahay.com
ISSUE 91FEB/MAR 2017
www.donnahay.com
fast, fresh, simple.
+ love the season with frosty sweet treats, speedy dinners and the best new burgers plus a Greek feast, nourishing salads, rustic fruit tarts and gorgeous ice-cream pies
A sweet slice of summer
ISSUE 87JUN/JUL 2016
www.donnahay.com
ISSUE 91FEB/MAR 2017
www.donnahay.com
wishing you TAKE A SLICE …
THE SWEE TES T 2017
fast, fresh, simple.
AUDIENCEMAIN MAGAZINE
Loyal Passionate
Active
81% female19% male
61% aged 25-5946 average age
66% own or paying off their home 49% are the main grocery buyers
Average household income is $108,623
donna hay magazine readers spend a collective average of more than $94 million
at the supermarket every week
donna hay magazine has an exclusive audience of 526,000 (83% of donna hay readers) who do not read Australian
Gourmet Traveller
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donna hay magazine is available
for both iPad and Android, the digital edition for desktop
computers also available on
Zinio
Audiences can cook their favourite recipes using enhanced
step-by-step cook modes and enjoy exclusive animation and video content
18.5k paid digital subscriptions
More than 86.5k issues downloaded in 2016
DIGITAL EDITION MAIN MAGAZINE
Australia’s #1 paid digital audience
2015 Publish Awards winner best app on mobile or tablet device
2015 Australian Magazine Awards Winner Magazine App of the Year
2016 Publish Awards Finalist best app on mobile or tablet device
A special, quarterly edition that focuses on wholesome eating, power ingredients and
nutritious recipes - aimed at the luxe-health market. Fresh + Light inspires readers to achieve
the perfect balance and make a step towards cleaner eating and living.
The Fresh + Light concept was delivered to meet the needs of the emerging premium health market.
It has exceeded all expectations in market since launch.
Print figure: 80,000 (publishers claim)Subscribers: 4,153 Instagram: 16,500
Also available on iPad and Android.
2015 Publish Awards Finalist Special Edition of the Year
2016 Australian Magazine AwardsFinalist cover of the year
donna hay magazinefresh & light
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Younger male/female singles and couples aged 21–34* *
Love organic; big spenders on fresh produce* *
Avoid processed foods* *
Need guidance in cooking* *
Actively engaged online and in social media* *
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Loved by existing donna hay readers. It’s a new audience:
a younger ‘cashed up’ passionate, and active audience, that are
looking for natural, unprocessed and nutritious foods to fit in with
their desire to optimise a healthy lifestyle.
AUDIENCE FRESH & LIGHT
The recently refreshed website is another seamless extension of the brand DNA. Now fully responsive
and highly engaging donnahay.com offers a heightened user experience.
Average monthly sessions: 899k Average monthly users: 547k
Average monthly page views: 1.9mPage views per session: 2.13
Average session duration: 2 minutes 13 secondsNewsletter database: 66k
donnahay.com
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491k+ followers.Current reach per week is 1.8 million
Engagement (reactions, likes, comments, shares) 4k per photo and 20k per video
@donnahaymagazine 200k [email protected] 132k followers
@freshandlight 16.5k followersLoyal Instagram following, most photos will gain
about 3.5k likes and about 50 comments
98.3k+ followers
34.5k followers
donna hay social media
Promote your brand to 66k loyal subscribers though a joint giveaway
with your brand featured in the EDM, which goes out to the donna hay
audience when the issue goes on sale.
In 2017 new opportunities for solus EDMs will be available.
EDM open rate: 34%EDM click through rate: 4.1%
edm opportunity
Digital: Ruby Gillard
[email protected]+61 2 8203 5797+61 412 002 996
Magazine: Jayne Robertson
[email protected]+61 2 8045 4968 x5968
+61 412 932 644
enquiries