the essential ingredient for a healthy media schedule · healthy food guide media kit 2014 | 5...

www.healthyfood.co.nz

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FuSSy eating: when is it a problem?

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• how to choose fresh pasta

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hEalthy gut

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The latest science that could change your life!

WINNERMAGAZINE

WEBSITE OF THE YEAR

(CONSuMER)Magazine Publisher

Association Awards 2009

WINNERSuPREME AWARD

EDITOR OF THE YEAR

Magazine Publisher Association

Awards 2009

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OF THE YEAR (HOME, FOOD &

GARDEN CATEGORY)Magazine Publisher


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MEDIA KIT 2015

The essential ingredient for a healthy media schedule

Healthy Food Guide Media Kit 2014 | 2

MArch 2014 ONLY $5.90

ExpErt advicE

FrEE cOFFEE at cOlumbus caFés! SEE PAGE 14

8 recipeslots of combinations!

MIX & MATCHNOODLE sALADs

Makeover Chicken Kiev

aLL recipes NutritiON tested & apprOved

spEcial rEpOrt

save 1830kJ & 25g sat fat!

Steak sandwich

Broccoli & ricotta pie

Sweet iced treats

Staying healthy at university

alzheimer’s and food: the connection


How much sugar is in your cereal?(and how much is too much?)

plus• Freezer friendly recipes• classics with a healthy twist• how to choose fresh pasta• hFG guide to nuts

hEalthy gut

the amazing benefits of a

7060

59

The latest science that could change your life!

Healthy Food Guide is a modern multi-channel brand uniquely positioned to deliver the right audience to advertisers. From the broad based mainstream audience to a specific niche audience we can help your business speak to the right consumers.

• Magazine – engage in a deep uninterrupted way with interested readers

• Website – wide range of options including display, contextual advertising, product reviews, sampling, competitions and much more

• Enewsletters – updates from the editor, as well as targeted audiences and topics, such as women’s health, gluten-free, allergies, 5pm panic recipes

• Solus eDMs – to any of the above databases

• Social media – FaceBook, Twitter, Pinterest, Instagram

the brand

• Mainstream TV – healthy food ideas (nutritional restrictions apply)

• Events – consumer and corporate, meet the editor, Gluten Free Food & Allergy Shows

• Research – minimise your product risk by researching our readers and databases

• Content creation – let us help you publish or provide extra value to your customers

• Video creation – we can help you bring your brand to life and be seen by health-conscious consumers

PACKAGESYour media package is tailor-made to suit your unique needs and budget, spanning whichever media platforms will reach the best audience for you.

Advertisers have several highly effective methods to reach an interested and engaged audience. Tell us about your business and we will help you find the best, most cost effective channel(s) to deliver results:


OTHER SERVICES:• Content creation – branded recipes

• Video creation / demos• Consumer research

• And more

EVENTSOne:one

MAGAZINEDeepest engagement

EMAILSMost personal

• Allergy Today • Women’s Health • 5pm Panic recipes • Editors eNews • Gluten-free living

WEBSITEVery interested consumers

(taken time to look us up)

MAINSTREAM TVHighest reach

(healthy food ideas)

likely to purchase


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expert advice

Italian steak salad

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which oils are best for cooking and dressings?

bring a plate! easy, healthy dishes to share

...that will change the way you eat

Expert advice:• Best vege and fruit snacks• How are potatoes produced? • 10 ways with cherries• How to choose dairy food

HealtHy food awards

carbs, protein, fat:New rUles

What’s your nutrition IQ? Take our quiz!

SCIENCE UPDATE

BBQ special

Healthy Food Guide makes it easy for kiwis to make healthy choices.

THE CONCEPTHealthy Food Guide is a monthly consumer magazine that helps New Zealanders make healthy food choices at the shops and in the kitchen.

Healthy Food Guide gives simple answers to important questions on diet and nutrition. It explains the proven scientific links between nutrition and health in everyday language.

Every month the magazine is packed with practical ideas for real life: be it at home, at work or out on the town. We believe that healthy also means ‘taste sensation’. Our recipe section is full of delicious dishes with affordable ingredients and simple preparation.

Healthy Food Guide makes it easy and enjoyable to eat well and feel great. Healthy Food Guide is a high-quality perfect bound publication. It is printed in a compact format that is convenient to take shopping and use in the kitchen.

EDITORIAL ExPERTS There is no subject more confused, emotionally charged and important to our wellbeing than food and nutrition. We are bombarded by so much contradictory information, it can be almost impossible to find accurate, up-to-date, and practical information about healthy foods, nutrition, diet and health.

Healthy Food Guide drives product

sales and provides a compelling link

between food products and good health

and nutrition.

the magazine

Healthy Food Guide works with leading health experts to ensure the magazine provides the best health advice possible.• Every article is written or reviewed by

qualified nutritionists• The Healthy Food Guide editorial

advisory board includes well-respected health and nutrition experts including Professor Jim Mann, Professor Christine Thomson, Professor Lynette R Ferguson and Celia Murphy.

EDITORIAL CONTENTEvery issue contains:• Latest health and nutrition news• Things we love• Ask the Experts Q&A’s• Expert advice for a broad

range of health conditions• Easy healthy recipes• Guides to making healthier

choices at the checkout• Gardening diary• 5pm Panic recipies• Kids in the kitchen


Healthy Food Guide readers are a pre-qualified audience of Kiwis actively seeking healthy products to put in their supermarket trolleys each week. They want to improve their overall health and wellbeing and trust Healthy Food Guide to provide them with expert, independent, credible advice on how to do this.

reader profile

READERSHIP

411,000 (Nielsen Media Research, National Readership Survey: Q4 2012–Q3 2013)

CIRCuLATION

49,462 (Audit Bureau of Circulations, Total Net, July-Dec 2013)

DISTRIBuTIONNationwide in supermarkets at checkouts and bookstores

the stats #1 IN SuPERMARKETSHealthy Food Guide is New Zealand’s #1 selling food magazine in supermarkets, with more units sold than any other food magazine.(Source: AZTEC Scandata, Ranking Report, Unit Sales, Moving Annual Total, Year ending 11 August 2013.)

DEMOGRAPHICS• 78% female, 22% male• Average age of 41 years• 78% European, 14% Maori, 8% Pacific Island, 13% Other• Average household income is $95,000 p/annum;

14% higher than the national average(Source: Nielsen Media Research, National Readership Survey, Q4 2010-Q4 2011)

YOuR ADVERTISEMENT IS NOTICED • 90% are interested in advertised products

YOuR PRODuCTS ARE PuRCHASED• 80% have purchased advertised products• 68% have switched to products they have seen in Healthy Food Guide

YOuR ADVERTISEMENT KEEPS WORKING• 95% read it cover to cover/read items of interest in-depth• 97% keep Healthy Food Guide for future reference

INTERESTING INFO• 76% are regular exercisers• 56% love trying new recipes/creating their own• 93% also use healthyfood.co.nz • 56% have a smartphone or tablet(Source: Reader Survey March 2013, n = 2,686)


the websiteTHE HealtHy Food Guide WEBSITE Packed with expert nutrition information and over 1500 delicious healthy recipes, healthyfood.co.nz is an ideal platform to engage with your target audience, improve brand awareness and grow sales. Read by magazine and non-magazine readers alike, this wide health-conscious digital community is engaged and vocal, keen to share opinions, recipes and post reviews.

Please call us to

discuss how to use

our platforms to your

best advantage.

OPPORTuNITIES FOR ADVERTISERSBanners, skyscrapers, medium rectangles:A range of sizes and formats are available in key, consistent placements around the site.

Integrated content:Integrate your brands and product information into existing site features such as recipes, articles, free samples, product reviews, competitions and more.

EDM’S:Sending solus emails or including your ad in our existing enewsletters get excellent results.

uNIquES

137,198 per monthVISITS

186,528 per monthPAGE IMPRESSIONS

520,390 per month

average monthly traffic

FACEBOOK LIKES

72,700 (As of 09/09/2014)


healthy food ideasHOW IT WORKShealthy food ideas is a brand extension of Healthy Food Guide magazine. Your product is positioned as a healthy food idea across multiple media channels, combining TV, radio, magazine, web, e-mail and social to ensure maximum reach, engagement and to inspire consumers to act.

THE AIMThe aim of healthy food ideas is to drive retail sales of healthy food products. Results to date are illustrated by the attached case study.

Consumers trust Healthy Food Guide to be an independent, credible source of information that helps them make healthier choices. Since its inception in 2005, Healthy Food Guide has become an essential supermarket shopping guide for health-conscious consumers, as evidenced by its #1 selling food magazine* in NZ. (ABC Jul-Dec 2011)

THE CONCEPT The concept came from constant requests for us to tell consumers which specific products and brands we rate as actually healthy. So our expert nutritionists have developed nutrition criteria for each food category with reference to the Ministry of Health publications and public health goals – in particular, the Nutrient Reference Values for Australia and New Zealand. All products presented under the healthy food ideas masthead need to meet these nutrition criteria. I.e. it is not available for every product.

When your brand is presented as a healthy food idea, we are endorsing it as a good choice, enabling brands to leverage our credibility to increase sales. It’s third-party endorsement at its most powerful.

PACKAGES ARE TAILORED TO CLIENT NEEDS AND TYPICALLY CONTAIN:

DEVELOPMENT AND PRODuCTION: Scripts, TV and radio advertisements (30 second ads including presenter), print advertisements, healthyfoodideas.co.nz webpage, static online display advertisements and email advertisements.Production: Starts from $25,000+gst

MEDIA:TV licence fee: $44+gst per TARPRadio licence fee: 5% of total spendHLM media packages: Packages are designed across Healthy Food Guide magazine and digital platforms to deliver the best possible ROI, covering at least the same period as you are on-air.

OPTIONS TO LICENCE THE ‘AS SEEN ON HEALTHY FOOD IDEAS’ LOGO ON:Product packaging, point of sale material, outdoor advertisements, websites, brand advertisements published externally to Healthy Food Guide, promotional staff t-shirts and materials. Price on application.

ADDITIONAL OPTIONS:Product sampling, reviews, database collection, facebook posts, online sponsorship of collections and categories on healthyfood.co.nz and competitions. Price on application.


healthy food ideas case study

CASE STuDY Just Juice with Veges

OBjECTIVESLaunch a fruit and vegetable juice by:• Generating awareness• Achieving credibility• Driving trial• Delivering sales results without discounting product

MEDIAhealthy food ideas integrated campaign was the only above the line activity. Supported by PR and sampling in supermarkets and at the Auckland Zoo.

ROADBLOCKS• Did not get the anticipated ranging in Progressive supermarkets,

effectively losing half of the distribution and sales• Christchurch earthquake disrupted distribution and sales

in the South Island

RESuLTS1. Generated awareness: Colmar Brunton tracking report showed that: • nearly 60% of HHSWK were aware of the TVC • 87% remembered the Just Juice with Veges brand

(vs average result of 33% retention of brands advertised under other mastheads), and

• 47% intended to purchase (vs average 28%)

2. Achieved credibility: • Leveraging the healthy food ideas masthead where Healthy

Food Guide magazine and its nutritionist Claire Turnbull endorse the product, meant the brand was taken seriously

• Featuring ‘as seen on healthy food ideas’ on POS and promotional materials used when sampling was seen as a stamp of approval and gave validity to the product

3. Consumers tried the product: • Through sampling consumers were introduced to

the product and the category as a whole • 45,000 samples were tasted • 618 coupons given to consumers when sampling were

redeemed in-store throughout the period of the campaign

4. Delivered sales results: • Four weeks after launch Just Juice with Veges was outselling

V8 Tropical (highest selling product in the category) in Foodstuffs supermarkets (where JJwV was ranged)

• Six weeks after launch, JJwV Orange & Mango outsold V8 Tropical in total supermarkets!

• At 13 weeks, JJwV had 37.7% share of total vege juice (from a nil base)

• At 13 weeks, 82% of sales were made at full price (vs category average of only 56%)

WATCH THE juST juICE WITH VEGES TVChttp://www.healthyfoodideas.co.nz/just-juice-with-veges


DISPLAY RATESSize Casual 3x 6x 9x 12x

Double Page Spread $9,150 $8,921 $8,692 $8,463 $8,235

Full Page $4,815 $4,695 $4,575 $4,454 $4,334

Half Page $2,890 $2,817 $2,745 $2,673 $2,601

Third Page $1,966 $1,916 $1,867 $1,818 $1,769

Advertorials* Quote on application

*Conditions apply – please discuss upon request of quote

NOTE: Additional volume discounts apply for annual spends over $115,000+gst.

PREMIuM POSITIONSSize Casual 3x 6x 9x 12x

Inside Front DPS $10,414 $10,154 $9,893 $9,633 $9,373

Outside Back Cover $5,681 $5,538 $5,396 $5,254 $5,112

Inside Back Cover $5,443 $5,307 $5,171 $5,035 $4,899

Special or Guaranteed Position

+15%

SHOPPING GuIDE RATES Minimum bookings of 3 months

Size Dimensions (depth x width) 3x 6x 9x 12x

Small 59mm x 44mm $315 $307 $299 $291

Medium (Horizontal) 59mm x 92mm $525 $512 $499 $486

Medium (Vertical) 124mm x 44mm $525 $512 $499 $486

Large 124mm x 92mm $945 $921 $898 $874

Services Guide/Specialty Store listings

$300 for 6 consecutive months$550 for 12 consecutive months

OTHER ITEMS*Item Casual 3x 6x 9x 12x

What’s Hot $1,260 $1,229 $1,197 $1,166 $1,134

Sample card or Coupon Quote on application

Inserts or Onserts Quote on application

Studio time for production of artwork

$500+GST per ad

rates & deadlines magazineRates apply to four colour and mono, and for finished artwork supplied. Rates are exclusive of GST and are quoted in $NZ.

Standard commissions apply for all accredited advertising agencies for direct client payment in full by 20th of the month following the invoice date.

ADVERTISING POLICYAll advertisers are required to comply with the Australia New Zealand Food Standards Code, the Advertising Standards Authority codes of practice and, if advertising a supplement or making a therapeutic claim, obtain a ‘TAPS’ (Therapeutic Advertising Pre-Vetting System). Advertisements for supplements or those making therapeutic claims will not be published without a TAPS number.

Healthy Food Guide reserves the right to accept or reject advertising material, to add keylines and/or the word ‘advertisement.’

MATERIAL DEADLINESThe following ad deadlines are one week prior to the dates stated.• Advertorials• Ads using our graphic design service• What’s Hot• Sample Card• Coupons• Shopping Guide and

Services Guide.

CANCELLATION DEADLINEOne week prior to booking deadline. HFG reserves the right to charge if notification received after cancellation deadline.

DEADLINESISSuE ON SALE BOOKING MATERIAL

2015 September 17 Aug 22 Jul 24 Jul

October 14th Sept 19th Aug 21st Aug

November 19th Oct 23rd Sept 25th Sept

December 16th Nov 21st Oct 23rd Oct

2016 January 14th Dec 11th Nov 13th Nov

February 18th Jan 2nd Dec 4th Dec

March 15th Feb 20th Jan 22nd Jan

April 14th Mar 17th Feb 19th Feb

May 18th Apr 23rd Mar 25th Mar

October 14 Sep 21 Aug 19 Aug

November 19 Oct 25 Sep 23 Sep

December 16 Nov 23 Oct 21 Oct


DISPLAYPremium display advertisements are placed in highly visible areas across the site.

Ad sizes: Banner (728 x 90 pixels)Skyscraper (160 x 600 pixels)Medium rectangle (300 x 250 pixels)

Delivery options: • Home page (HM) – $35 CPM – Medium rectangle only• Run of Site, excluding home (ROS) – $25 CPM• Run of Recipe Section (RORS) – $30 CPM• Run of Article Section (ROAS) – $30 CPM

CONTExTuAL AD DELIVERYYour ad can be delivered to even more targeted content on healthyfood.co.nz by delivering to content that has been tagged as a specific category in the back end, eg • Article categories: women’s, men’s, senior’s, children’s

or baby’s health, osteoporosis & bone health, immunity, heart health, pregnancy etc

• Recipe categories: gluten free, baking, high-fibre, family favourites, low-fat, breakfast, low-kJ, dairy-free, salads, soups etc

Contextual delivery to specific categories• One ad space only – from $1,000 p/month • All three ad spaces – from $2,400 p/month

INTEGRATED CONTENTThere are a wide range of integrated options available.• Branded recipes – from $1,500 per annum• Sponsored recipe collections – Price on application• Advertorials about your products or services

– $1,500 per annum• Free sample offers – $2,625• Coupons – $2,625• Product reviews – $3,000 to $5,000 per review• Directory listings – $550 to $1,200 per annum• Competitions – $500-$1,800 per competition• Opt-in options for database collection – Price based

on final de-duped email addresses.There are many other options available, please call us to discuss your needs.

EMAIL MARKETINGEnewsletters are a cost effective method of reaching our digital subscriber base, and generate an instant result when recipients receive your message and respond almost immediately.

Email marketing is particularly effective for increasing traffic to your site, driving product trial via coupons or samples, competitions, collecting an opt-in email database of your own – all ultimately leading to increased revenue.

ENEWSLETTERS Editors enewsletter Inclusions: $2,500

Coupons: $2,500Skyscrapers: $1,000Text links: $500Solus: $5,500Women’s Health, Gluten Free + Allergy Today e-newsletters Inclusions or banners: $500Text links: $75Solus email: $1,500

WEEKLY ‘5PM PANIC’ RECIPESEach Wednesday a recipe is sent out around 3.30pm as readers start thinking about what they should cook for dinner tonight. Sponsor packages (in this example, it is a vegetarian sponsor) include:• set up of a vegetarian recipe collection on healthyfood.co.nz• your display ads delivered to the recipes in that collection – you own

the banner, skyscraper and medium rectangle space on these recipes• one recipe from the vegetarian recipe collection sent out each

week (eg ‘meat free Monday’) • your ad included on the vegetarian recipe email sent out each

‘meat free Monday’

CAMPAIGN OPTIONS1 month 3 months 6 months 12 months$5,633 $5,460 p/month $5,287 p/month $4,940 p/month

NOTES• Rates apply to finished artwork supplied in

correct specs and formats.• Rates are exclusive of GST and are quoted in $NZ.• Standard commissions apply for all accredited advertising

agencies for direct client payment in full by 20th of the month following publication.

healthyfood.co.nz provides access to a highly engaged, targeted audience of health-conscious consumers, substantially extending the reach of your campaign. Tell us your wants and needs, and we will tailor a package specifically to meet your objectives.

rates & deadlines digital


GuTTER: Allow 20mmNo text or images in this area unless ok to bleed into the gutter.

FuLL PAGEWidth 170mm Height 230mm

DOuBLE PAGE SPREADWidth 340mm Height 230mm

1

3

2

4

1. LARGEWidth 92mm

Height 124mm

2. MEDIuM VERTICAL

Width 44mm Height 124mm

3. MEDIuM HORIZONTALWidth 92mm Height 59mm

4. SMALLWidth 44mm Height 59mm

THIRD: VERTICALWidth 56mm

Height 230mm

THIRD: HORIZONTAL

Width 170mm Height 76.5mm

DOuBLE PAGE SPREAD: THIRD HORIZONTAL

Width 340mm Height 76.5mm


HALF PAGE: HORIZONTAL


DOuBLE PAGE SPREAD: HALF PAGE HORIZONTAL



SHOPPING GuIDE

specifications magazine

!Please add

5mm bleed on ALL sides on

ALL ads. + ALL ads must be

300dpi AND CMYK


CHECKLIST

TICK ALL BOxES

FILE FORMATS Our preferred format is a high res pdf. We also accept flattened, high res tif and eps files.

AD SIZE The document size must match HFG ad size specs.

SAFE ZONE Please do not position text or images (that you do not want trimmed) within 3mm of the edge of any trim size ad.

BLEED All ads require an extra 5mm bleed to be added on ALL four sides.

CROP MARKS All ads must be supplied with crop marks.

RESOLuTION All images within the ad must have a resolution of 300dpi.

CMYK Ads must be supplied as CMYK (ensure no RGB objects/images or spot colours within the ad).

FONTS All fonts must be embedded or converted to outlines/paths.

PRINTED PROOF A high quality colour accurate proof should accompany the digital file in order to assist with colour reproduction during the printing process. If a lower quality proof, or no proof, is supplied, HFG will endeavour to meet reproduction standards but accepts no responsibility for print accuracy.

PLEASE NOTE

All digital delivery files must adhere to the set advertising guidelines with allowance for transfer times.

The publisher will make every endeavour to source correct material and to check that the material supplied has been produced correctly; however liability for reproduction of advertisements where material is incorrectly supplied remains with the advertiser and the advertiser’s agency. The Publisher retains the right to refuse material that is not supplied as specified. All production costs arising from changes to material supplied will be charged.

If you have any questions regarding how you need

to supply your ad, please do not hesitate to contact us.

specifications magazine


MATERIAL FORMAT• All website display ads must be

supplied as a jpg, gif, or swf file.• Maximum file size is 40kB

(20kB for jpgs and gifs is preferable).• Non-standard creative (rich media)

and file sizes >40kB must be served through their own 3rd party ad servers including polite downloading such as Facilitate or Eyeblaster (eg videos, expandables, floating layers).

• Flash ads also require static back up material for users without flash capabilities.

WEBSITE DISPLAY AD SIZESBanner: 728 x 90 pixels Skyscraper: 160 x 600 pixelsMedium rectangle: 300 x 250 pixels

ENEWSLETTERSInclusion: • 1 x heading, • 1 x image, • ~80 words• url details

Skyscraper: • 160 x 600px, • <40kB

Banner:• 160 x 75px, • <40kB

Text link: • 1 x thumbnail image plus a

maximum of 8 words

specifications digital

If you have any questions regarding how you need

to supply your ad, please do not hesitate to contact us.

SOLuS EMAILSIf supplying material ready: Size: 550pixels wide x any height with all urls embedded

If HLM is laying the solus up for you, please supply:• 1 x heading• 1 x image at 550px wide x any height• Copy• Urls and what the urls should link to

(eg heading, image, specific copy)

CLIENT RESPONSIBILITYClients are responsible for checking the quality and integrity of digital files before submission.Files will be rejected if they are not prepared to the correct height and width specifications or are too large in file size.

NOTES Healthy Food Guide reserves the right to:• Request substantiation for any health or

nutritional claims made in any advertisement;

• Add a keyline, the word ‘advertisement’ and/or change fonts used in any advertisements that, in our opinion, look similar to editorial; and/or

• Accept or reject advertising material and to edit copy to make it confirm to our legal or ethical requirements.

• No ads making therapeutic claims will be accepted without a TAPS number.

the essential ingredient for a healthy media schedule · healthy food guide media kit 2014 | 5...

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