Edge

Leading the content revolution

By Kristy Barratt

Walking the talk

We’re only two months into 2012 and already the content marketing space is the talk of the town. And we’re not just talking locally either. Forever on the lookout for best-practice content marketing stories, we think it’s essential to keep abreast of innovative content approaches being launched around the globe.

There’s no better place to look at some best-practice examples than in the hottest destination of 2012. Yep, you got it: London! So, here’s just a snapshot of two new magazine launches in the Olympic city. Interestingly enough, they’re both in the food publishing space.

For little foodies…

What little girl isn’t slightly obsessed with Nickelodeon’s animated TV series, Dora the Explorer? Content agency John Brown has been building a relationship with the Nickelodeon brand for some time now; the specialist content creators have published four Dora the Explorer magazine collections, the latest of which was launched earlier this month and is called Little Cooks Collection.

Published on behalf of Eaglemoss Collections, the fortnightly Little Cooks Collection features nutritious recipes monitored by Nickelodeon’s Nicktritionist, puzzles, stories and activity ideas. It’s interactive too, which is perhaps the most brilliant part. Each issue comes with a bakeware item, plastic tableware or picnic goods. John Brown is certainly taking the concept of kids’  cooking to a whole new level.

For big foodies…

With series eight of Britain’s MasterChef well underway, news that River has been awarded the contract for The Co-operative Food magazine has come at the perfect time. The bi-monthly magazine will be available free to shoppers in large Co-operative Food stores and will feature easy-to-make, affordable recipes. River will also deliver a multi-channel approach for The Co-operative. In order to ensure the content has a maximum reach the agency is set to launch a bi-monthly digital magazine component next month.

Food content is obviously the pick of the crop these days; The Co-operative magazine will be yet another customer publication for a big-name supermarket store, mirroring the likes of other in-store magazines such as Sainsbury’s and Tesco.

We can certainly learn a thing or two from our British peers, so watch this space for more best-practice examples from afar.

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