As we wrote last week, publishers—and other media owners—are being forced to come up with creative solutions to get brands to sign on the dotted line. This means advertorial and brand-funded content is becoming an increasingly important element of the magazine sector’s revenue and the half magazine, half cookbook called Everyday Dish that’s just been released by Tangible in association with LG is a very good example of that evolution.
Dish publisher John Baker says there is a perception by some the magazine is about preparing complex and time-consuming food, despite the fact it has had an ‘easy everyday’ section since its launch in 2004. This content has been drawn upon for the special publication and 120 simple and accessible recipes, all authored by Dish’s food editor Claire Aldous and curated by editor Victoria Wells and creative director Lisa Morton, have been collated. There are also a host of hints and tips inside.
“Earlier this year we took a proposal to LG Electronics to become the exclusive ‘sponsor’,” Baker says. “We collaborated closely with LG and its agency Roycroft Brown in a genuine creative partnership to bring the concept to life, both as an editorial product and an advertising proposition.”
The cash splashed on the project is under wraps, he says, but it’s a significant amount and an important strategic step for LG.
As ACP’s neuroscientific research in Australia showed, context and relevancy have a big bearing on how effective magazine advertising is. And there’s no shortage of relevancy with this co-creation. Peter Brown from Roycroft Brown says there were two main things that appealed to LG about the proposition. Firstly, food lovers are very tactile and creative people, so the tangible appeal of a printed product, especially one that’s filled with beautiful images and relevant content, is still very powerful (he says digital has a place, but he thinks reading on paper is a better experience for the things you’re really into). And secondly, the target audience was perfect: middle New Zealand mums who aren’t elitist and like to create “better than good meals”.
LG isn’t a European brand and it doesn’t profess to be, he says. But the innovation in its products, as explained in detail throughout the magazine in quirky, cartoony ‘mind-mapping’ ads, comes from genuine insights.
“Innovation doesn’t always come from a human need. Technology, widgets and gadgets often come about the sake of technology, widgets and gadgets. So it’s about explaining what the technology means. The idea with mind-mapping is that [the readers]have everyday lives and we try to relate the products to them and show them there is a reason they’ve been created.”
Everyday Dish is on sale now nationwide.