Making content work harder: Gourmet and Travel reaching new audience

Currently in its fifth year, the G Wine Award is one of the anchor events of Gourmet and Travel magazine. Year after year, the team puts in a lot of effort to honour this event—curating the year’s finest wines and assembling a distinguished panel of judges, who then spare no effort in picking the Top 100 bubblies for our readers’ degustation pleasure.

The result, an extensive 27-page spread of Gourmet and Travel Top 100 Wines, is published in the print and digital edition of Issue 11 of the magazine. It has been lauded as a credible reference for wine aficionados and discerning gourmands.

With such enthusiastic reception, the team behind Gourmet and Travel wants to extend this content to a broader audience beyond the immediate pool of readers. We also want to promote the magazine’s digital edition to consumers who are always on the move, and who prefer to consume content from their mobile devices.

 

Repackaging content to reach a new audience via new channels

To provide the right editorial environment for the repurposed content, the team picks three lifestyle titles that target aspirational readers—Her World Singapore, Men’s Health Singapore and Harpers’ Bazaar Singapore.

These titles are carefully chosen to ensure a good fit between the content with the readers’ aspirational lifestyle. For example, 29% of Harper’s Bazaar and Men’s Health readers, respectively, drink wine at least once a month. We have also noticed that Her World readers are 72% more likely to drink wine compared to the average Singaporean (Source: Nielsen Media Index 2014).

To reflect the Festive theme, we made a slight redesign to the Top 100 Wines to transform it into a standalone digital Christmas guide. The idea is to add value to these readers, who can conveniently consult their trusted magazines on their mobile devices while they’re out shopping—perhaps as they prepare to host end of year get-together parties.

 

Ensuring the right editorial environment: “A Christmas Special: Top 100 Wines 2014”

Here is an excerpt of the Top 100 Wines 2014 that is inserted as a bonus digital content for Her World Singapore, Men’s Health Singapore and Harper’s Bazaar Singapore December 2014 issue respectively.

G Top Wines Award 2014A Christmas Special: Top 100 Wines 2014 – 27 pages digital content (Excerpt)

Each title takes great care to insert these bonus content at appropriate sections of its existing content to ensure a conducive editorial environment. For example, Her World Singapore inserts these pages as part of its Lifestyle section, with the theme of ‘Tuck into the best of 2014’, where the selection of Top 100 wines fit in nicely to value add to the breadth of content curated.

HW Dec 2014_

 Her World Singapore Dec 2014- Main Book Cover                   Her World Singapore Dec 2014- Lifestyle Section

The December 2014 issue of Harper’s Bazaar Singapore, on the other hand, features ‘How the Chic-Set Entertain’ as they turn the spotlight onto the hostess(es) with the mostest. The Top 100 Wines 2014 are slotted in at the end of the magazine, just before the back cover ads. Readers who download the magazine’s special 40pp gift guide ‘Gifts of Joy’, which includes some kitchenware/tableware recommendations, would find the bonus content particularly relevant.

Harpers Dec 2014_

Harper’s Bazaar Singapore Dec 2014- Main Book                       Harper’s Bazaar Singapore Dec 2014-                                                                                                                               40 pp Festive Gift Guide Supplement “Gifts of Joy”

The idea behind this repackaging is to mould the content to fulfil different needs of specific target audience—be it a wine connoisseur looking for a fine bottle for your own drinking pleasure, or a host facing the daunting task of choosing just the right bubbly to satisfy a merry company. The same content, depending on the editorial environment, can be adapted to fulfil different needs and hence reach a different audience.

 

Value-adding to readers and broader exposure of content

The Gourmet and Travel team is satisfied with the outcome as it helps to expose the magazine content to new pool of readers. Sylvester Ng, Editor of Gourmet and Travel, shared:

“This content re-purposing exercise has enabled G Top 100 Wines, which is into its 5th year, to reach out to a wider audience and, more importantly, serve as a useful guide for readers of Her World, Harper’s Bazaar and Men’s Health for their Christmas and year-end shopping.”

If you would like to explore more content re-purposing ideas or other campaign possibilities with Gourmet and Travel, please drop us a line here. We look forward to providing great context across our range of titles to help your content reach your desired target audience

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