|News Magazines' launch of MasterChef Magazine will officially hit newsstands next week, with a $5m campaign to roll-out from Sunday night.
The monthly glossy, which will go on sale from May 10 with a cover price of $4.95, will ride off the popularity of Network Ten's reality cooking show.
While the magazine will feature key elements of the TV show, with regular sections including a Masterclass with George Calombaris and Gary Mehigan, recipes from guest celebrity chefs, the pressure test which will explain a challenging dish step-by-step, invention test and mystery box, which will showcase five simple midweek meals, it will also include a host of exclusive content and recipes, with the magazine set to establish a brand of its own.
The magazine adds to News Magazines' food stable including Super Food Ideas, Woolworths Australian Good Taste and Delicious.
The launch of MasterChef Magazine will be supported by an integrated campaign of more than $5m, spearheaded by a TVC by agency Colman Rasic. The agency,, appointed in March to create the launch campaign, has also developed the creative for the online and print components, which will be run throughout News Limited's stable.
Fiona Nilsson, News Magazines' group publisher of food titles, says. "We believe that the incredible success of MasterChef Australia will translate well into print as a unique proposition. Launching a magazine under such an established brand means that there's huge recognition around this title's potential,"
"Advertisers' confidence in this publication has meant that News Magazines has gained overwhelming support and is already well above target with forward bookings."
Trudi Jenkins, editor-in-chief of MasterChef Magazine, added: "MasterChef Magazine is very much inspired by the passion for cooking you see on the show. It's aimed at everybody from experienced foodies to amateurs keen to learn new skills and expand their repertoire."
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