Cooking with innovation
With Nadia released bi-monthly, Hill says the editorial team come up with new things all the time to surprise and delight its readers.
“We really tried to bring through Nadia’s lifestyle philosophy. The team spent a lot of time with Nadia, not talking about content but understanding what her brand was, what she stood for, what causes she supported and then they tried to bring her personality through the magazine,” says Hill.
He says the real innovation in the magazine is around the ‘well-thy’ section about living a better and more sustainable life.
Ferguson explains that ‘well-thy’ is a word that says you’re rich in wellness.
“I felt very strongly that there was a big wellness movement happening globally because of the amount of time pressure, stress and health issues people are experiencing. We based the content strategy on wellness rather than just food, as that’s what Nadia’s philosophy is anyway.”
She says the brand is exciting as there is plenty of opportunity to do spin-offs – events, social media, books for example – all depending on what makes sense in terms of looking at the brands and possible initiatives.
Lim features on the cover of each magazine in different scenarios. This is an intentional choice, however, the team haven’t ruled out not having her on the cover in the future.
“We thought it was very important at launch phase to have her on the cover,” says Ferguson, noting the huge awareness Lim got during the research phase and how, when launching a new product, one does everything one can to get instant recognition.
She says the research showed people loved Lim’s food, but wanted to know how she ‘does life’, so the choice was made to show her in different senarios on the cover rather than women’s mag style close-ups.
While New Zealand readers are choosing to spend more time and attention on magazines, with an increase in the average time spent reading according to the Nielsen Consumer and Media Insights Q3 2016 - Q2 2017 data, over the last five years, risk is inevitable when launching a new magazine, particularly when attaching a title to a single person.
While Hill acknowledges that risk, he says Bauer didn’t take the decision lightly.
“Nadia is an amazing talent and an incredible woman, I don’t think that’s a risk at all. The more we got to know Nadia and to know her family and what she stands for, her values are very in line with our company’s values.”
The ethos of trying new things was discussed by Bauer’s former commercial director, Paul Gardiner, in his exit interview with StopPress in October last year, where he stated that launching a magazine under the old model, the chances of success are limited.
“You’ve got to look at another way of doing it,” Gardiner says.