MEDIA KIT 2016 - News Corp Australia
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MEDIA KIT 2016
Editor’s Letter Since 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 per 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 the success of taste.com.au 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
Talent
Expert Contributors for taste.com.au
MATT JUSTINE COLIN MARION MANU GEORGIA
PRESTON SCHOFIELD FASSNIDGE GRASBY FEILDEL BARNES
LOUISE ADRIANO CHRISSY DARREN KATRINA MICHELLE
KEATS ZUMBO FREER ROBERTSON WOODMAN SOUTHAN
Australia’s largest
food & lifestyle brand
The biggest total monthly
Australian lifestyle brand audience:
6,770,000+
Website: 3,284,000 unique audience
Magazine: 728,000 readership
Social Followers: 505,769+
Monthly Page Views: 33,565,000
Content: 50,000+ trusted recipes
Audience: Everyday Aussie home cooks
Taste.com.au reaches more than twice as many Australians
compared to other food brands
SOURCE: EMMA December 2016, Nielsen Digital Ratings Monthly,; Surfing, January
2017, Social as at February 12, 2017
Ten years of leadership
We possess a large scale of data, insights & content that allows us to consistently deliver
Oct 2006 2008 2011 Late 2013 Oct 2014 Apr 2016 Feb 2017
taste.com.au launches taste.com.au beats taste.com.au launches Launch of taste.com.au Recipes, menus and 1 in 3 main grocery Taste.com.au
with a prolific 10,000 SMH and The Age Life app; which is number 1 on magazine, Taste Testers sampling shopping list become buyers visit the site, to launches on an
recipes and 22,0000 & Style to become iTunes. The app becomes panel, taste.com.au monthly shoppable in Australia’s make it the 6th biggest all new site.
unique browsers. No.1 lifestyle site. paid in 2013 and is iTunes cookbooks and announcement first ever online shopping content site in Australia,
no.1 paid app overall. of Coles partnership. integration. bigger than The Age, The
Daily Mail & Buzzfeed.
Jan 2007 2009 Sep 2012 Jun 2014 Dec 2015 Nov 2016
16,000 members taste.com.au evolves taste.com.au Becomes Australia’s biggest Users viewed in excess of 429M pages of Wins the prestigious
and 261,0000 unique to launch member tools: evolves with a lifestyle brand with a total monthly content in 2015, now has over 1M members B&T Media Brand of
browsers in reached cookbooks, menu planner fresh new look audience of 6,563,000, overtaking who have saved 6.7M recipes into 1.5M the Year award,
in only 3 months. and shopping list. and feel. Better Homes & Gardens, cookbooks. taste.com.au magazine takes beating Network 7,
including its TV audience. the lead as Australia’s #1 food magazine – VICE, oOH! Media and
a position it continues The Voice
to hold and extend
A truly multi-platform brand Newspaper
lift-out
With 10 engaging platforms connecting & influencing grocery buyers 24/7
Video
Newsletter
Magazine
Sampling
Website
Mobile
Cookbooks App Social
Australia’s No.1 food source
The power of taste.com.au – reaching 4 million Australians each month
CONSUMER MAGAZINE OF THE YEAR AT THE PUBLISH AWARDS 2016
EXCELLENCE AWARD AT THE PUBLISH AWARDS 2016
DIGITAL MAGAZINE BRAND OF THE YEAR AT THE AMAs 2016
MEDIA BRAND OF THE YEAR AT THE B&T AWARDS 2016
Gender Grocery buyers Big spenders Technology Curious Entertainers
71% 48% $551M 80% over 50%
of taste.com.au of taste.com.au amounts spent of taste.com.au of taste.com.au Our audience rely
audience audience are the main in supermarkets audience are on mobile audience like to try on us to provide recipes
are female. grocery buyers. each week. or tablet. new recipes & products. for their dinner parties.
SOURCE: Nielsen Online Ratings (January 2017), EMMA (December 2016)
Taste.com.au digital verticals
Cairo - egypt Cairo - egypt
quick & easy healthy baking entertaining
The taste.com.au verticals, each with independent home pages, is 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.
.
Quick & easy
All your favourite recipes made simple
Australia wants fabulous food, fast.
The ‘Quick & Easy’ vertical shows an increasing demand
from the taste.com.au users for convenience, so they can
spend more time enjoying meals with those they love.
• 648k searches a year for ‘easy’
• Quick and Easy is most popular on weekdays, with recipes
under 30 minutes among the highest searched across the site
• Easy dinner recipes is currently our most popular recipe
collection, closely followed by family dinner recipes.
At taste.com.au we provide recipe content the way
our audience needs it, when and wherever they are.
‘Quick and Easy’ is available for commercial sponsorship, including
content integration and high-impact display opportunities.
Healthy
Better-for-you recipes for any time or occasion
The ‘Healthy’ vertical is dedicated to health and wellbeing,
from functional food ingredients like turmeric to plant-based
diet meal plans, this vertical delivers fresh solutions to help
keep individuals and families healthy.
• Healthy recipe traffic spikes from Monday to Wednesday
• Aussies are buying 30% more organic snacks
• Our healthy recipe collections have increased in popularity
in 2016, with salad recipes and healthy main meals in the
top 5 (out of more than 500 recipe collections).
‘Healthy’ is available for commercial sponsorship, including
content integration and high-impact display opportunities.Baking
From sweet to savoury – everything
a star baker needs
‘Baking’ is our perennial favourite for all things savoury
and sweet.
A dedicated vertical to get all the latest and greatest
baking recipes; from breads and . cakes to pastries and
muffins, ‘Baking’ has everything you need to take the
guesswork out of baking success.
• 107 million baking page views in 2016
• Aussies love baking video content as entertainment
• Easy desserts is the most popular sweet recipe
collection on site
• Sunday is the most popular day of the week for baking
‘Baking’ is available for commercial sponsorship,
including content integration and high-impact display
opportunities.Entertaining
Minimum fuss for maximum wow
Taste.com.au understands that good food and drinks
are at the heart of every celebration. ‘Entertaining’
is the dedicated vertical for fabulous recipes for all
entertaining needs.
Whether our consumers need a dinner party with wow,
cocktails with matching canapes or that special dessert to
share across social, our ‘Entertaining’ vertical delivers
solutions to inspire and challenge.
• 46% of taste users seek wine and meal matching
• 36% are looking for info on making cocktails
‘Entertaining’ is available for commercial sponsorship,
including content integration and high-impact display
opportunities.Create an impact
Taste.com.au offers consumers accessible and inspiring solutions across
multiple touch points, creating a consumers’ base that is highly loyal and engaged.
Recipe + Sponsored Display, mobile +
Native Sampling Video & Social
content creation content targetingADVERTISING OPPORTUNITIES
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