MEDIA KIT 2016

Editor’s Letter

Since the day it launched 10 years ago, taste.com.au has been the ultimate

“go-to” for Aussie home cooks, and it continues to soar, now reaching almost

40% of Aussies per month across 10 vibrant platforms – no wonder taste.com.au

is often referred to as the country’s biggest 24/7 food focus group.

The reason for the success of taste.com.au is often put down to our unassailable

SEO and the way we use our data. And it’s true that using our insights to

respond to every food need and desire is our craft – along with continually

matching our audience needs with those of our advertising clients.

But one of my personal satisfactions is that, whenever I mention I work at taste,

the first reaction is “Thank you!”. And that’s what taste.com.au is all about:

service and value. Aussies come to taste.com.au to get inspired and empower

themselves with the recipes, ideas and skills they need to create beautiful

dishes and great moments. Our constant focus is that behind the data and

insights are real people, with real lives and real challenges… and the real

joy of food.

BRODEE MYERS-COOKE

Editor-in-chief, taste.com.au

Expert Contributors for taste.com.au

Talent

MICHELLE

SOUTHAN

LOUISE

KEATS

CHRISSY

FREER

KATRINA

WOODMAN

DARREN

ROBERTSON

ADRIANO

ZUMBO

JUSTINE

SCHOFIELD

MATT

PRESTON

MANU

FEILDEL

COLIN

FASSNIDGE

GEORGIA

BARNES

MARION

GRASBY

SOURCE: EMMA December 2016, Nielsen Digital Ratings Monthly,; Surfing, January

2017, Social as at February 12, 2017

Australia’s largest food & lifestyle brand

Taste.com.au reaches more than twice as many Australians compared to other food brands

Website: Magazine:

Social Followers: Monthly Page Views:

Content: Audience:

3,284,000 unique audience 728,000 readership

505,769+ 33,565,000 50,000+ trusted recipes Everyday Aussie home cooks

The biggest total monthly Australian lifestyle brand audience:

6,770,000+

Oct 2006 taste.com.au launches

with a prolific 10,000

recipes and 22,0000

unique browsers.

Jan 2007 16,000 members

and 261,0000 unique

browsers in reached

in only 3 months.

2008 taste.com.au beats

SMH and The Age Life

& Style to become

No.1 lifestyle site.

2009 taste.com.au evolves

to launch member tools:

cookbooks, menu planner

and shopping list.

2011 taste.com.au launches

app; which is number 1 on

iTunes. The app becomes

paid in 2013 and is iTunes

no.1 paid app overall.

Sep 2012 taste.com.au

evolves with a

fresh new look

and feel.

Late 2013 Launch of taste.com.au

magazine, Taste Testers sampling

panel, taste.com.au monthly

cookbooks and announcement

of Coles partnership.

Jun 2014 Becomes Australia’s biggest

lifestyle brand with a total monthly

audience of 6,563,000, overtaking

Better Homes & Gardens,

including its TV audience.

Oct 2014 Recipes, menus and

shopping list become

shoppable in Australia’s

first ever online shopping

integration.

Dec 2015 Users viewed in excess of 429M pages of

content in 2015, now has over 1M members

who have saved 6.7M recipes into 1.5M

cookbooks. taste.com.au magazine takes

the lead as Australia’s #1 food magazine –

a position it continues

to hold and extend

Nov 2016 Wins the prestigious

B&T Media Brand of

the Year award,

beating Network 7,

VICE, oOH! Media and

The Voice

We possess a large scale of data, insights & content that allows us to consistently deliver

Ten years of leadership

Apr 2016 1 in 3 main grocery

buyers visit the site, to

make it the 6th biggest

content site in Australia,

bigger than The Age, The

Daily Mail & Buzzfeed.

Feb 2017 Taste.com.au

launches on an

all new site.

With 10 engaging platforms connecting & influencing grocery buyers 24/7

A truly multi-platform brand

Video

Sampling

Cookbooks

Newspaper

lift-out

Newsletter

Magazine

Social

Website

Mobile

App

The power of taste.com.au – reaching 4 million Australians each month

Australia’s No.1 food source

SOURCE: Nielsen Online Ratings (January 2017), EMMA (December 2016)

CONSUMER MAGAZINE OF THE YEAR AT THE PUBLISH AWARDS 2016

EXCELLENCE AWARD AT THE PUBLISH AWARDS 2016

DIGITAL MAGAZINE BRAND OF THE YEAR AT THE AMAs 2016

MEDIA BRAND OF THE YEAR AT THE B&T AWARDS 2016

Gender

71% of taste.com.au

audience

are female.

Big spenders

$551M amounts spent

in supermarkets

each week.

Grocery buyers

48% of taste.com.au

audience are the main

grocery buyers.

Technology

80% of taste.com.au

audience are on mobile

or tablet.

Curious

over 50% of taste.com.au

audience like to try new recipes & products.

Entertainers

Our audience rely

on us to provide recipes for their dinner parties.

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The taste.com.au verticals, each with independent home pages, is centered around the most popular and

relevant content categories, making it even easier to discover and explore amazing recipes and content.

taste.com.au is the only platform in Australia to fulfil every food need in one place.

Taste.com.au digital verticals

quick & easy healthy baking entertaining

Australia wants fabulous food, fast.

The ‘Quick & Easy’ vertical shows an increasing demand

from the taste.com.au users for convenience, so they can

spend more time enjoying meals with those they love.

• 648k searches a year for ‘easy’

• Quick and Easy is most popular on weekdays, with recipes

under 30 minutes among the highest searched across the site

• Easy dinner recipes is currently our most popular recipe

collection, closely followed by family dinner recipes.

At taste.com.au we provide recipe content the way

our audience needs it, when and wherever they are.

‘Quick and Easy’ is available for commercial sponsorship, including

content integration and high-impact display opportunities.

All your favourite recipes made simple

Quick & easy

Better-for-you recipes for any time or occasion

Healthy

The ‘Healthy’ vertical is dedicated to health and wellbeing,

from functional food ingredients like turmeric to plant-based

diet meal plans, this vertical delivers fresh solutions to help

keep individuals and families healthy.

• Healthy recipe traffic spikes from Monday to Wednesday

• Aussies are buying 30% more organic snacks

• Our healthy recipe collections have increased in popularity

in 2016, with salad recipes and healthy main meals in the

top 5 (out of more than 500 recipe collections).

‘Healthy’ is available for commercial sponsorship, including

content integration and high-impact display opportunities.

.

From sweet to savoury – everything a star baker needs

Baking

‘Baking’ is our perennial favourite for all things savoury

and sweet.

A dedicated vertical to get all the latest and greatest

baking recipes; from breads and cakes to pastries and

muffins, ‘Baking’ has everything you need to take the

guesswork out of baking success.

• 107 million baking page views in 2016

• Aussies love baking video content as entertainment

• Easy desserts is the most popular sweet recipe

collection on site

• Sunday is the most popular day of the week for baking

‘Baking’ is available for commercial sponsorship,

including content integration and high-impact display

opportunities.

Minimum fuss for maximum wow

Entertaining

Taste.com.au understands that good food and drinks

are at the heart of every celebration. ‘Entertaining’

is the dedicated vertical for fabulous recipes for all

entertaining needs.

Whether our consumers need a dinner party with wow,

cocktails with matching canapes or that special dessert to

share across social, our ‘Entertaining’ vertical delivers

solutions to inspire and challenge.

• 46% of taste users seek wine and meal matching

• 36% are looking for info on making cocktails

‘Entertaining’ is available for commercial sponsorship,

including content integration and high-impact display

opportunities.

Taste.com.au offers consumers accessible and inspiring solutions across

multiple touch points, creating a consumers’ base that is highly loyal and engaged.

Create an impact

Recipe +

content creation

Sponsored

content

Display, mobile +

targeting Native Sampling Video & Social

ADVERTISING OPPORTUNITIES

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