Masterchef iPad app launched

A Masterchef iPad app has today been launched by News Magazines.

The announcement:

News Magazines’ group publisher, food titles, Fiona Nilsson today announced the launch of the iPad app for MasterChef Magazine, which builds on the phenomenal success of MasterChef Australia and extends MasterChef Magazine to a brand new format.

“The MasterChef Magazine iPad app will give consumers and advertisers a far more immersive brand experience, capitalising on new tablet technologies to bring the magazine to life. The magazine has been specifically reengineered to deliver deeper, richer content and cements News Magazines’ leadership within the food category,” said Ms Nilsson.

“This iPad app will build on the unprecedented success of MasterChef Magazine, which is the most successful magazine title to launch in Australia over the past decade. It celebrates the joy of cooking and demystifies the recipes featured in the television series, equipping fans with all the tools and knowledge they need to become a MasterChef at home.”

News Magazines launched MasterChef Magazine in May 2010, when it enjoyed the highest debut of any title in Australia since measurements began with 868,000 readers* and two consecutive audits of 150,000+.** There are now more than 2,600,000 unique individuals reading food magazines, up 12.3% since the first issue of MasterChef Magazine hit the shelves.***

The exclusive MasterChef Magazine app is now available to download from the iTunes store. July’s digital edition, featuring Neil Perry on the cover, will be available free, while the August issue will be available to buy at only $2.99. From August, each month’s digital magazine optimised for the iPad will be available to download on the same day the magazine goes on sale in stores.

News Magazines’ commercial director Zara Curtis said: “With 73% of the food magazine market, News Magazines continues to drive digital innovations that invite consumers to engage with its brands wherever and whenever they desire.

“The immediacy of the iPad tablet is ideal for advertisers and exemplifies News Magazines commitment to extending our brands across multiple touchpoints, connecting with passionate food audiences and influencing the way they live and shop.”

The iPad app for MasterChef Magazine will feature all the recipes, contestants and celebrity chef features that appear in the magazine, enhanced with exclusive behind-the-scenes video clips, cooking demonstrations, chef tips, tricks and audio grabs, and interactive tools to make cooking more fun and achievable. It will also offer a ‘Cook Mode’ with step-by-step, easy-to-follow cooking instructions that make recipes a breeze.

In April, News Magazines launched the Super Food Ideas iPad app, and in June unveiled the new taste.com.au Best of Winter app. It builds on the phenomenal success of last year’s Winter Cooking app, which became the number one ranking paid lifestyle app in the Australian iTunes store within weeks of launching.

MasterChef Magazine optimised for the iPad launches in the Australian iTunes store today (18 July).

Source: News Magazines press release


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