NewsLifeMedia targets premium market with new quarterly title Donna Hay Fresh + Light

DHFL_COVER_5CNewsLifeMedia is set to launch an extension to its faith Donna Hay brand with a new quarterly magazines Donna Hay Fresh + Light.

Aimed at the premium luxe-health market, the new title will offer consumers a range of recipes which aim to help them achieve a more balanced lifestyle.

Fiona Nilsson, NewsLifeMedia group publisher of food brands, said in a statement: “Donna Hay is one of the world’s leading food thinkers and through the products she produces for her brand, she creates trends. Fresh + Light is just that, creating a movement around luxe-health that perfectly complements Donna Hay magazine.

“When Donna’s Fresh + Light special issue was released earlier this year, we were confident it would be popular. When the issue sold out and our readers and advertising partners were asking for more, we knew we had to extend the brand and make this a regular part of the donna hay publishing cycle.

“The issue was loved by existing readers and also attracted a new audience to the Donna Hay brand. It firmly put us on the path to attracting the hard-to-reach luxe-health audience who are looking for natural, unprocessed and nutritious foods to fit in with their need to optimise a healthy lifestyle.”

Donna Hay magazine had a circulation of 81, 844 according to the most recent Audit Bureau of Circulations covering the six months ending in December 2014. It was a decline of 6.3 per cent, down from the previous audit’s circulation of 87, 374 copies a month.

Donna Hay Fresh + Light has its own editorial team with the content set to be a mix of extended features focused on themed recipes and on-trend ingredients. It’s filled out with smaller features and quick recipes, useful how-tos and tips.

Donna Hay said in a statement: “These days we are bombarded with so many messages about what we should and shouldn’t be eating… it can all get a little overwhelming. I’m more about finding that perfect balance between eating foods that are good for you, while also allowing yourself a little indulgence every now and again. That’s why I’m so excited to be extending the Donna Hay brand with Fresh + Light.

“We know that our readers are moving away from fads and diets to a more sustainable approach to healthy living. Our newly engaged audience is a little younger than our regular Donna Hay readers – they’re passionate, active and crave inspiration in the kitchen. They love their green juices, their yoga classes and their quinoa, and they want reliable, on-trend recipes that fit in with their lifestyle. Through Fresh + Light we meet all of these needs, with a wholesome, flavour-packed approach to cooking that inspires our audience to achieve the perfect balance and make a step towards cleaner eating and living.”

The first issue will be on sale in October, and it will be available in both print and as an interactive digital edition.

Miranda Ward


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