The taste of success

In its first three weeks on shelf, sales of the fifth issue of Woolworths TASTE, Spring 2004, were 63% up on the previous issue's figures for the same period.

Selling 15 300 in weeks one to three, from Woolworths outlets alone, the latest issue performed better in value terms than most top-sellers in the chain's magazine category. Sell-outs were so high, in fact, that re-stocking was called for by most Woolworths stores.

"Our print run for the Spring 2004 issue was 25 000," discloses publisher Irna van Zyl of Cape Town-based New Media, "but at this rate we'll have to re-think the run for the Summer issue, due in two months' time. Yes, we're going bi-monthly, rather sooner than anticipated, thanks to the response we've had."

"We're delighted," says Woolworths' head of food marketing, Richard Eskinazi. "The latest figures prove we are on the right track: our customers need and want a quality food magazine. "TASTE reflects what Woolworths stands for - quality, style, inspiration, healthy delicious food, and value that is accessible to everyone. It is gratifying to see that TASTE is adding value to our customers' lives."

TASTE, a customer magazine, is available at all Woolworths stores, Exclusive Books outlets and selected delis. Its cover price is R21.95.