News Ltd creates strategy role to boost ad revenue for food brand Taste

News Limited has appointed Fiona Nilsson to the new role of brand development director for Taste, its food and recipe online and print brand, as part of the publisher’s plan to boost its readership and advertising revenue.  

In her new role Nilsson will be responsible for the development of a national strategy for Taste across print and online, and identify new revenue and business growth opportunities. launched three years ago and now has over 1.6 million unique browsers according to Nielsen Online data. The site also has more than 185,000 registered members.

In 2009, Taste launched as a newspaper lift-out and it is now produced weekly, appearing in The Daily Telegraph in Sydney, the Herald Sun in Melbourne and The Courier-Mail in Brisbane, The Advertiser in Adelaide and The Sunday Times in Perth.

Nilsson joined News Magazines six years ago as marketing and circulation director and was appointed to the senior executive team when News Limited acquired the FPC magazine titles in 2006.

In 2008 she was appointed publisher of News Magazines’ food group, with responsibility for Delicious, Australian Good Taste, Super Food Ideas, Donna Hay Magazine, Vogue Entertaining + Travel, and MasterChef Magazine which will launch later this year.

Nilsson adds the new role to her existing responsibilities.

She will be supported by Jeanie Edwards who has been appointed project manager to coordinate the implementation of the new strategies across the company. Baldwin continues in her role as News Magazines’ digital business manager responsible for the brand’s online development.

Meanwhile, ACP Magazines will attempt to muscle in on News Magazines’ market-leading position in the food category following the acquisition of food title Recipes+ from independent publisher Knockout Media.


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