TASTE passes the test...again

It faced a second test later in the month when it went on sale in Woolworths stores and Exclusive Books outlets. The consumer's verdict was more than favourable: in the first two weeks that the launch issue, Summer 2003, was on shelf, its sales through Woolworths were 7 600 copies - almost half of the total projected sales through the outlet - equating to R152 000. Sales in the first week put the newcomer second only to YOU magazine in terms of value.

Woolworths Taste is not a customer magazine in the accepted sense of the phrase. It is published for Woolworths food customers, and discerning shoppers - 70% of them female, and is on sale at a cover price of R19,95.

For the price, launch issue readers have 112 pages printed on quality stock. Respected editor Sumien Brink has been appointed editor-in-chief. Editorial direction comes from award-winning food editor Phillippa Cheifitz and photography by well-known artists such as Dook and Gerda Genis. Quality-wise, there's a match between editorial and the 24 pages of advertising, none of it interrupting the food features and spreads in the middle of the book.

"We call that the 'well'," says New Media executive director Irna van Zyl. "That's where the recipes are, 34 of them in this issue. We'll add more next time around."

Next time around is the December issue, on sale in november. It will definitely be fatter and will include a gift guide. For its first year at least, the magazine will appear quarterly, with the possibility of becoming bi-monthly.

Woolworths Taste is a consumer publication designed to enhance the relationship Woolworths has with its customers and add value by providing them with inspirational ideas and recipes around their food and lifestyle. In this way it promotes loyalty and entrenches the brand - its accessibility, healthiness, quality, trustworthiness and visual appeal.

"It should make you say 'Wow! I'm going to make that tonight," says Van Zyl. Which is exactly what BBC Food director of channels, Wayne Dunsford said when Richard Eskinazi of Woolworths showed him a mock-up of the avocado and prawn salad on page three.