New Idea bolsters content; debuts MKR partnership

Lindsay Bennett
By Lindsay Bennett | 1 February 2016

Pacific Magazine’s flagship women’s weekly brand New Idea is launching a new TV supplement, coinciding with Channel Seven’s reality series, My Kitchen Rules.

TV Extra will deliver exclusive news, gossip and recipes throughout the MKR series and the content will feature Channel Seven’s programs, as well as the other terrestrial channels and pay TV.

Pacific Magazine CEO, Peter Zavecz spoke to AdNews about the development, saying the idea is to differentiate the offering in the market between the two weekly women’s magazines, New Idea and Women’s Day.

“It’s a great time for TV. All three networks have been promoting heavily through their sport over January and I think there is a lot of interest in local programs. The time is now right for us to take the lead, and create some extra content.”

The publication provides a behind-the-scenes look at the nation’s TV personalities, with the first issue including an interview with Molly Meldrum and Sam Johnson, ahead of the launch of Molly. There is also a feature on My Kitchen Rules’ new 'Cougar Couple.’

While Zavecz says there has been no lift in ad support for the title now, he believes it will help the cross sales of the publication and the business is discussing the possibility of new advertisers coming on board.

“We are hoping to reward loyal readers and attract new readers and lapsed readers. It is still a vibrant market with New Idea and Women’s Day and we wanted to be first to market, so a large amount of promotion and investment is important.

On the subject of print, Zavecz says Pacific Magazine is “very committed” to the medium; “Going forward though magazines aren’t just about the print product, it is about expert content and we think we’ve got great TV, behind-the-scenes content.”

The TV guide will go up against the long-standing Bauer publication, TV Week. There will be a marketing push supported in print, digital, TV and social channels with particular emphasis on the partnership with MKR. There will also be a POS promotion at newsagents.

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