media kit 2020

OUR MISSION:INSPIRE AND HELP AUSSIES

TO PLAN, SHOP, COOK AND SHARE EVERY DAY

EDITOR’S LETTERSince the day it launched 10 years ago, taste.com.au has been the ultimate “go-to” for Aussie

home cooks, and it continues to soar, now reaching almost 40% of Aussies every month

across 10 vibrant platforms – no wonder taste.com.au is often referred to as the country’s

biggest 24/7 food focus group.

The reason for this success is often put down to our unassailable SEO and the way we use our

data. And it’s true that using our insights to respond to every food need and desire is our craft –

along with continually matching our audience needs with those of our advertising clients.

But one of my personal satisfactions is that, whenever I mention I work at taste, the first

reaction is “Thank you!”. And that’s what taste.com.au is all about: service and value.

Aussies come to taste.com.au to get inspired and empower themselves with the recipes, ideas

and skills they need to create beautiful dishes and great moments. Our constant focus is

that behind the data and insights are real people, with real lives and real

Challenges… and the real joy of food.

BRODEE MYERS-COOKE Editor-in-chief, taste.com.au

TALENTEXPERT CONTRIBUTORS FOR TASTE.COM.AU

MICHELLESOUTHAN

LOUISE KEATS

CHRISSYFREER

KATRINAWOODMAN

HAYDEN QUINN

JUSTINESCHOFIELD

MATT PRESTON

MANUFEILDEL

GEORGIABARNES

MARIONGRASBY

Australia’s largest

food & lifestyle media brand

SOURCE: emma CMV 12 months average ending Dec 2019, Nielsen Digital Ratings Monthly Dec 2019, Social as at April 2020, Adobe analytics monthly page views, last 12 months ending March 2020

TASTE.COM.AU REACHES MORE THAN TWICE AS MANY AUSTRALIANS COMPARED TO OTHER FOOD MEDIA BRANDS!

Website: Magazine:

Social Followers:Monthly Page Views:

In-site searches:Recipe print-outs:

Content: Audience:

4,090,000 unique audience781,000 readership1,000,000+51,200,000 22 million per year3.2 million per year50,000+ trusted recipesEveryday Aussie home cooks

THE BIGGEST TOTAL MONTHLY AUSTRALIAN LIFESTYLE & FOOD

BRAND AUDIENCE:

5,280,000+

AUSTRALIA’S NO. 1 FOOD SOURCEThe power of taste.com.au – reaching over 4.7 million Australians each month

SOURCE: emma CMV 12 months average ending Dec 2019. Fused Nielsen Digital Panel calibrated to Digital Content Ratings, Dec 2019. All ppl 14+

GENDER72%

of taste.com.au audience

are female.

BIG SPENDERS$136

spent on grocery shopping in a typical week.

GROCERY BUYERS 92%

of taste.com.au audience are

responsible for grocery shopping.

TECHNOLOGY87%

of taste.com.au audience are on

mobile.

CURIOUS49%

of taste.com.au audience like to try new food products.

ENTERTAINERSOur audience rely on us to provide

recipes for their dinner

parties.

NO 1 FOOD AND LIFESTYLE BRAND

REACHING

5.8 MILLION AUSSIES EVERY MONTH

SOCIALNumber 1 Facebook engagement across

global food publishers

APPPaid subscription

with 200,000 installs since

launch

NEWSPAPER Taste lift-out in metro

masthead newspapers - QLD

and VIC

WEBSITENumber 1 food

website, with unique audience of 4.2

million

SAMPLINGAccess to a panel of 100,000 members

COOKBOOKSDistributing on

average 138,000 cook books each year

VIDEO85% average completion rate

for Taste TV videos and29M on site views in FY19

Taste healthy sub brand with its own ecosystem-

reaching 66,000 UB’s daily

AUDIOTaste is consistently

ranked in the top 3 Alexa skills in Australia, with over

4,000 users

MAGAZINELaunched in 2013 off the success of

the websitem in a time of print decline Readership: 758,000

GENERATING OVER

40DATAMILLIONPOINTSACTION

EVERY DAYOUR AUDIENCEIS TAKING

SOURCE: Adobe Analytics Jan-June 2018

ACTIONAND WE CAN HELP

FOR YOUR BRAND EVERY DAY

TO DRIVE

OPPORTUNITIESADVERTISING

TASTE.COM.AU DIGITAL VERTICALS

The taste.com.au verticals are centered around the most popular and relevant content categories, making it even easier to discover and explore amazing recipes and content.

TASTE.COM.AU IS THE ONLY PLATFORM IN AUSTRALIA TO FULFIL EVERY FOOD NEED IN ONE PLACE.

Sponsorship and targeted media within these verticals enables brands to reach and engage with our audience in a contextually relevant environment.

quick & easy healthy baking entertaining

TASTE SPONSORSHIPS

RECIPE COLLECTIONSTaste.com.au offers various forms of recipe collection

sponsorships ranging from low to high product integration. Clients have the ability to choose to sponsor an existing

collection, create a bespoke collection of recipes, or create new recipes to house in collection.

Recipe collection sponsorships offer clients contextual product alignment with relevant ingredients, themes, cuisines, cooking

occasions, and seasons. We have over 650+ collections to choose from.

HOMEPAGESHomepage sponsorships enable advertisers to activate their

brand on the gateway to taste.com.au and reach our wide audience. Homepage sponsorships offer high visibility and

impact in a premium environment, which is effective for advertisers who are looking to drive brand awareness and

increase recognition of their products.

HIGH IMPACT TARGETINGTaste.com.au is the market leader when it comes to high impact, contextually relevant ad units. We have the below three integrated ad units on taste.com.au.

SHOPPABLE AD UNITSIn the last month, 1 out of 3 people have added

an ingredient to their shopping list on Taste, which equates to 1.5million people! Through Taste’s newly launched shoppable ad suite,

clients are able to get their product on users’ Coles-integrated shopping lists with just one click. This shoppable ad unit is exclusive to

taste.com.au.

CONTEXTUAL AD UNITSThe contextual ad unit is an effective, high impact execution for a brand to integrate into relevant taste.com.au environments.

Contextual ad units work by using keyword targeting, and pulling the recipe name and

image into the ad unit, partnering it with the client’s product.

HERO IMAGE OVERLAYThe Hero Image Overlay is an integrated ad unit which slides up at the bottom of the image on a

recipe page. This ad unit provides advertisers the opportunity to serve contextually relevant

products and messages to the Taste audience, by matching a client product or brand, with a recipe

ingredient, method or occasion.

taste.TV is on-platform and off-platform video network, inspiring and helping its viewers to get into the kitchen and start cooking.It is mobile first content offering a compelling mix of live shows, scheduled programmes, bespoke video seasons, as well as taste.com.au’s essential video series of how-to and recipes.All content, which includes an exciting range of commercial integration and ownable opportunities, is optimised to trends and insights.It is also supported by strategic push plans across social, network, and of course the taste.com.au website, including its own dedicated taste.TV online destination.

TASTE TESTERSThe taste testers program allows advertisers to put their products directly into the hands of Australian consumers who then provide reviews, valuable feedback and share their opinions online, creating brand advocates. taste testers has a database of over 100,000 members enabling clients to match their products with their target audience. To further extend the positive word of mouth the best reviews are amplified across the taste Network in co-branded media, bringing more consumers back to the dedicated review page which stay perpetually online.

taste testers drives word of mouth and consumer advocacy through product trial and reviews for clients and has evolved into two new areas.

TASTE TESTERS LIVEA bespoke event that gives consumers a memorable experience with your products. Video content is captured and amplified across the network.

NEWS CO-CREATEAccess database members to gain valuable feedback and insights on a product during research and development phase.

BRANDED CONTENTBranded content allows a brand to participate in a trusted

environment through a conversation that engages with the reader more naturally.

As a result, the brand will forge a much closer bond with the reader and thereby the brand.

Our most effective form of content on the site is our vertical gallery. It enables the user to scroll vertically to see more items, which is a more

immersive browsing experience whilst improving our ad viewability.

RECIPES AND VIDEOSRecipe creation allows a client to integrate their product into triple

tested recipes and become a part of the Taste repertoire and database. It is best offered when a client is looking to demonstrate a product’s versatility and want to influence their ingredient being used

in the everyday repertoire.

CONTENT CREATION

TASTE MAGAZINEtaste.com.au is Australia's #1 food magazine with 758,000 readers, and the first magazine to be launched off a website, back in 2013 which was a time of print decline.

Taste magazine features a unique blend of expert recipes from the taste.com.au team and well known contributing chefs and celebrity cooks.Feature stories each month include:

● Cook the Cover - hugely popular reader cooking competition● Cook it Now – wholesome weeknight dinners● Weekend – inspirational dishes for entertainers● Know How – technique based cooking● taste Life – where food meets lifestyle includes health council feature and

healthy options

COOK THE COVER OPPORTUNITYEvery month taste.com.au magazine’s front cover WOW’s readers and inspires them to cook and post a picture of their creation via social media (Facebook, Twitter or Instagram) in the ‘Cook the Cover & Win” competitions. This Cook the Cover competition available for sponsorship and gives a client the opportunity to integrate their product as a core ingredient within the front cover recipe and own the associated branding across print, digital and social.

THE

MORE AUSTRALIANS THAN EVER BEFOREWANT TO IMPROVE THEIR HEALTHY EATING

75% ENJOY FINDING NEW HEALTHY

RECIPES OR FOOD ITEMS

82% ARE MOTIVATED

TO EAT HEALTHIER

Source: News Corp Australia ‘Recipe for Health’ study, 2019

78% THINK EATING HEALTHY COMES DOWN TO PLANNING

FOR MEALS AHEAD AND BEING PREPARED.

63% FOUND IT TOO HARD STICKING

TO A DIET

66% FOUND

DIETS TOO RESTRICTIVE OR

EXTREME

WHILE WE TEND TO START STRONGLY ON OUR HEALTHY

EATING PLANS, MORE THAN HALF OF US SLOWLY BEGIN TO FALL OF

THE WAGON AS WE PREFER TAILORABLE EATING PLANS.

SO WHAT IS REALLY STOPPING US?

INTRODUCING…

A DIET-FREE, TAILORABLE EATING PLANYOU DON’T NEED TO COUNT THE CALORIES - WE’VE DONE IT FOR YOU! THE EAT

REAL MOVEMENT IS A HEALTHY EATING AND FITNESS MOVEMENT THAT’S GENUINELY EASY TO FOLLOW WITH A KICK START FOCUS IN EACH SEASON.

AUSTRALIANS CAN NOW MIX AND MATCH RECIPES FROM EAT REAL’S NUTRITIONIST-RECOMMENDED MENUS TO MAKE THIS HEALTHY EATING PLAN

WORK PERSONALLY FOR THEM ALL SEASON LONG - BEFORE THE NEXT MOVEMENT STARTS!

MOVEMENT

THE

CONSUMER MOVEMENTS

OCTOBERThe Healthy 500 seeks to offer a flexible alternative to rigid diet plans like the 5:2

diet, keto etc by offering under 500 calorie-controlled recipes that our audience can pick and choose from to fit in with their

diet and lifestyle requirements.

JANUARYDuring Eat Real’s biggest month of the

year-January the Healthy Kickstart plan will launch to be the challenge of 2020.

Offering a range of healthy meal plans and recipe inspiration to kickstart the new year

with a new and healthier you.

JUNEWinter doesn’t have to be about over

indulging. With Eat Real’s Winter Reset Squad your healthy winter makeover starts here. Providing a whole month’s worth of

our best-ever winter healthy dinners, meal plans, fitness tips and more.

TASTE DOES HEALTHY BEST

500 CALS OR LESS HAS BEEN TASTE’S BIGGEST SELLING COOKBOOK TO

DATE

EAT REAL NEWSLETTER HAS 49.8% AVERAGE

OPEN RATE (AVERAGE IS

25-30%)

EAT REAL SECTION ON TASTE HAS MORE DAILY

VISITS THAN OUR 2 CLOSEST

COMPETITORS COMBINED!

OUR EAT REAL SOCIAL PAGES HAVE NEARLY

40,000 FANS AND GROWING RAPIDLY

JUL2018

FEB2018

JAN2018

JULY 2018

COOKBOOK SERIES

DEDICATED EAT REAL SOCIAL PLATFORMS

WEEKLY VIDEOSHEALTHY HACKS

DEDICATED WEBSITE ZONE

JAN2018

FEB2018

MONTHLYNEWSLETTER

FREEMIUM50-PAGE HANDBOOK

PODCAST

SEP2018

DEDICATED MAG SECTION & WEBSITE

ZONE

NETWORK

JAN2019

JAN2018

FEB2020JAN

2020

GREAT AUSSIE EATING

SURVEY 2020

GREAT AUSSIE EATING

SURVEY 2019

GREAT AUSSIE EATING

SURVEY 2018

ANNUAL CONSUMER HEALTH SURVEY

ANNUAL CONSUMER HEALTH SURVEY

FEB2019

JAN2019

SEASONAL HEALTH MOVEMENTS

LANDMARK HEALTHY EATING STUDY

WINNER BEST USE OF RESEARCH AMA’S 2019