Taste
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News Life Media
NewsLifeMedia
Taste
taste.com.au is Australia’s number one food and lifestyle brand, as well as the number one paid app in the Food and Drinks category in the App Store.
taste.com.au is the only platform in Australia to provide all of your food needs in one place. Whether you want a simple dinner idea, gluten free recipes, a complete family meal plan or to cook alongside other Australians by counting yourself in to the recipe of the day, it’s all accessible at the click of a button.
"Taste is an essential part of our consumers lives – it is the place they turn to plan their meals, discover new products and seek inspiration.” Fiona Nilsson
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Print
Taste
The taste.com.au newspaper liftout provides all the information needed to shop & cook for family & friends on all occasions. Recipes are based on fresh, seasonal ingredients and pantry staples and cooking techniques are straightforward or easy to master.
The taste.com.au liftout also goes outside the home kitchen to experience the state’s best restaurants, cafes and bars and providores. We talk to chefs, seek inspiration from the producers, and look for inspiration from food lovers.
The newspaper liftout stimulates the readers’ minds and tastebuds by giving them access to Australia’s most experienced food writers and it celebrates the best local talent and represents Australian food culture.
The taste.com.au liftout appears in News Corp Australia's five major metropolitan mastheads every week.
Key Facts
1,725,000
Readership
Source: Readership - emmaTM conducted by Ipsos MediaCT, 12 months ending June 2016.
Print
Magazine
taste.com.au Magazine
With high impact design; modern, clean and graphic, taste.com.au magazine looks like no other Australian food magazine. Big bold sumptuous photography against plenty of white space makes food the true hero ensuring the magazine has the broadest possible reach.
Australia’s first fully integrated magazine experience is immersive, active, interactive and ultimately, addictive. Everything that is exciting and refreshing about food and cooking, all that the modern woman wants right now – thanks to taste.com.au’s up-to-the-minute insights.
The taste.com.au magazine app for iPad has enhanced features such as the popular 'cook mode' recipe format and exciting animations that bring our content to life. The app is fun and easy to use and has strong levels of support from digital partners to drive visibility and awareness. Bespoke advertising solutions are available to capitalise on this interactive environment and further engage the consumer. An extension of this app is a custom product for iPhone, providing the means for taste.com.au magazine to be a truly mobile product and reflect the way today’s consumers incorporate food and media into their daily lives.
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Digital
taste.com.au
taste.com.au is Australia’s number one food and recipe website, a position it has consistently maintained over the past 6 years.
The site now achieves over 1.9m UA’s per month and has over 480,000 loyal members. Taste not only achieves scale but also has an audience that is highly engaged with the average user spending 18 minutes per session.
taste.com.au is available across multiple devices, ensuring our audience can interact with us however and wherever they want.
In the last 2 years, mobile traffic on taste.com.au has grown 574%, meaning that more than half of taste.com.au visits are on mobile!
Mobile devices are an integral part of consumers lives and so at taste.com.au, we want to make it easy for our audience to view and use our content whenever and however they like.
Key Facts
34,946,000
Page views
3,850,000
Unique Audience
12,577,000
Sessions
3.267020771
Sessions per person
0:06:31
Time per person
Source: Nielsen Digital Ratings Monthly (Surfing) Total. March 2016
App
App
taste.com.au App
Providing portable access to all of taste.com.au 24,000 recipes the taste.com.au mobile app has received over 460,000 downloads to date. The taste.com.au app is now the number 1 purchased app in the food and drinks category in iTunes (March 2013).
Perfect for positioning your message whilst consumers are on the go and in the supermarket considering what to cook.
Case studies
Australian Institute of Management & News Connect
Campaign Overview
The Australian Institute of Management (AIM) were seeking to increase consideration of their further education management courses. Using our revolutionary new approach to segmentation News Connect, we were able to help AIM to identify three qualified and accurate segments (relating to people undertaking further study) and specifically serve these customers with AIM’s advertising creative - bringing AIM closer to their future customers.
AIM wanted to reach students interested in undertaking further study among their top priority courses, to support achievement of a 20% YOY sales target. The top priorities for 2015 were: customised corporate training, Diplomas and a number of short courses.
AIM was looking to target:
1) people wishing to undertake further study from a low income background
2) those with a preference for further marketing education, and
3) those interested in undertaking general further study.
To effectively reach AIM’s target audience, News Corp’s next generation data modelling product, News Connect, was used to identify qualified and accurate segments at scale across our premium content environments.
Three segments were created that would align our audience's propensity to undertake further study with AIM’s top priority courses for 2015.
The Execution
The three step News Connect process was undertaken to complete the data modelling for AIM.
1.Data inputs: The target audience was identified through a series of Micro Surveys via our Connect Panel Survey.
2.News Purchase Graph: We identified the statistically significant connections between people identified and what they watch and read across the network.
Highly qualified segments: This News Purchase Graph was applied to New Corp’s addressable readership of 7 million+ people
In creating the tailored News Purchase Graph for AIM we were confidently able to identify study intenders based on the hugely valuable assets of offline behaviours (study intent) fused with their online behaviours (what they watch and read online).
With strong signals for each segment in online content behaviours, such as high mobile consumption and readership of finance sections, three highly qualified and accurate segments were created allowing AIM to reach their future customers.
The Results
The three segments delivered strong index results, as follows:
- Considering Further Education - Low Income. Index: 247
- Considering Further Education, Business fields Index: 162;
- Considering Further Education - Index: 144; Segment
The accuracy of the segments was demonstrated by 1000 course enquiries received during the 1st month of the campaign, an increase of 50% on the month prior.
In addition, a News Corp Pulse Reader Panel Survey which was carried out before and after the campaign showed
1) a significant increase in brand awareness and*,
a. B2C – 29% overall uplift
b. Emerging Leaders - 32% uplift
c. C-Suite - 29% uplift
2) that those who recall AIM advertising had a 21% higher consideration than those that did not recall AIM advertising ^
*Source: Pulse Reader Panel, AIM brand study Sep 2014 to May 2015 (n=826)
^Source: Pulse Reader Panel, AIM brand study May 2015 (Readers who did not recall AIM AD = 426. Readers who recalled AIM AD = 137)
Client Experience
“We were really excited to partner with News Corp Australia and be one of the first to trial the News Connect product. News Connect delivered a level of targeting that we haven't seen before. It delivered a solution that allowed us to understand how people who might be interested in further study interact with content online.
We were able to reach the right people with the right messaging and gain valuable insights into the type of content consumed across the News Corp network. This campaign generated a true increase in awareness and consideration for AIM with 1000 course enquiries received in the first month of the campaign, an increase of 50% on the month prior”.
Responsible Gambling Awareness Week
RGAW was created with the aim of raising awareness of the importance of gambling responsibly at a personal, venue and community level. RGAW is a grassroots campaign held in May that involves community events, public relations, advertising and online content.