Monday 7th February 2011 - Posted by Chris von Ulmenstein
We have written about Crush!1, Crush!2 and Crush!3, Michael Olivier’s digital food and wine magazine, which he launched last year. As other publications are being launched which embrace food and wine, both digitally and in print, I chose to evaluate Crush!4 against its competitors, putting myself in the shoes of a food and/or wine marketer, deciding where to spend a marketing budget, and as a food and wine lover, deciding where to spend my time reading. I evaluated Winestyle, TASTE, and Crush!4, all three magazines focusing on food and wine, with a Postscript on Crush!5.
The first (Summer) issue of Winestyle was sent to subscribers (note one does not pay to receive the magazine) in December, and its concept is a most creative and environmentally-friendly “print on demand” one. This saves the publishers from over-printing, saving paper and costs, and ultimately the environment. It is published quarterly. What makes it unique is that a weekly newsletter is sent by e-mail to each subscriber, updating them on food and wine news. While the brand carry-over is not strong in terms of the banner design of the newsletter (initially I thought the newsletters were from wine consultant Nikki Dumas, who has a similar company name). This builds brand awareness weekly, and bridges the quarterly print publishing period.
The 88-page magazine is larger than the standard A4 size, and has an attractive cover, although it is not photographed in a vineyard. The paper quality is outstanding, as is the photography. Editor Jenny Ratcliffe-Wright is from Warwick wine estate originally, where her mother Norma and brother Mike make excellent wines, and this makes Jenny well-connected to the wine industry. In her editorial Jenny writes: “It is our intention to help everyone make full use of every wine-drinking day …. it’s your passport to all things enjoyable, to in-the-know wines, delicious and simple-to-prepare food and accessible travel – all in a large, sexy, glossy, collectible magazine”. The theme of the Summer edition is celebration, and therefore champagnes and sparkling wines are predominantly featured.
Advertising support is impressive for a first edition, and reflects the confidence of the advertisers in the publication, and wine estates Graham Beck, Glen Carlou, Clos Malverne, Kleine Zalze, Nederburg, Highlands Road Estate, OBiKWA, Creation, Eikendal, Adoro Wines, Muratie, and Morgenhof have taken full-page ads. Jenny anticipates having 2500 subscribers by the time the next issue is launched in March.
The editorial content includes a focus on sparkling wine producers in Franschhoek and Stellenbosch, including JC le Roux, Simonsig, Villiera, Morgenhof, Cabrière, Graham Beck, Anura, and Sterhuis, and recommends accommodation and restaurants in the area. A profile on a very casual looking Jean-Philippe Colmant, making excellent bubbly in Franschhoek and importing champagnes, is written by Cape Talk’s John Maytham. A travel feature focuses on the Champagne region, which is informative and has beautiful photographs. A food feature focuses on Tapas, with short recipes, and amazing photography by Christoph Heierli. A Restaurant feature recommends places offering ‘alfresco dining’ in Johannesburg, Durban, the Winelands and Cape Town. A feature on cocktails has some that call for sparkling wine. The results of a wine-tasting, a panel comparing South African sparkling wines Silverthorn, Colmant Brut, Villiera, Jacques Bruére, and Simonsig, with champagnes Moët & Chandon, Veuve Cliquot, Piper-Heidsieck, Pol Roger and Tribaut Brut Tradition, are featured. Joint first winners were Silverthorn the Green Man Brut and Tribaut Brut Tradition. A tasting panel evaluation of the 2010 vintage Sauvignon Blanc of Groote Post, David Nieuwoudt Ghost Corner, Neil Joubert, Arabella, Sophie Terblance, Delaire, Diemersdal, Klein Constantia, De Grendel and Du Toitskloof ranks them in this order. An article on cigars concludes what must be the most excellent food and wine publication available locally now.
I cannot wait for the Autumn edition. I do recommend that there be more synergy between the magazine and the newsletter as well as its website in terms of branding and design. Of the three magazines reviewed in this blogpost, Winestyle is the best by far, and we congratulate editor Jenny on this achievement for her maiden issue.
Woolworths’ in-house magazine is written and published by New Media Publishing, and they have regularly won ADMag and Pica Awards for Customer Magazine of the Year for it, most recently in 2009. It costs R20,95, is published monthly, and is sold in outlets other than Woolworths too. It is A4 in size, with 134 pages, and does not have a statement to describe what it stands for, but its cover photograph represents food. Wines appear to be a secondary focus. The editor is highly regarded Sumien Brink, with Abigail Donnelly ably at her side.
Advertisers are a mixed bunch, including car retailers, liquor brands (Darling Cellars, Krone, Bombay Sapphire, Veuve Cliquot, Brand House), watch brands, kitchen suppliers, decor brands, food brands (Lancewood, Lindt), investment companies, a restaurant (Cape Town Fish Market), and accommodation, most of the brands not sold by Woolworths at all.
The editorial content of the December issue includes a Trends feature, and food related trends are featured with beautiful large photographs by Lee Malan and Jan Ras. Where recipes are featured, they are short and sweet, and do not dominate the look of any page (something competitors House and Leisure Food can learn from). A Foodstuff feature focuses on products that are sold at Woolworths, but most are non-branded items, and the Woolworths link is very low key. It even has an interview with and one done by Andy Fenner, who writes the JamieWho? blog, a contributor to Crush! issues 2, 3 and 4, but he has withdrawn his support, probably due to his new (not yet clearly defined) involvement with Woolworths, and not wanting to be associated with his friend David Cope’s disparaging Twitter campaign against ourselves, in retaliation to our review of Crush!3. A chicken feature by man-of-the-moment Justin Bonello, a fish focus by Sam Woulidge, a canapé feature by Mariana Esterhuizen of Mariana’s, a feature on Dewetshof by Woolworths wine consultant Allan Mullins, and a feature on Oded Schwartz of Oded’s Kitchen and his relishes, chutneys and preserves, follow. Christmas recipes are featured, but are few in number. Restaurants featured are the fabulous Babel on Babylonstoren (next door to Backsberg), and the heavenly Hemelhuijs. Blueberries are featured, with recipes, as are Summer lunch recipes. An exclusive extract from Australian Bill Granger’s receipe book “Bill’s Basics” is featured. A travel feature by Judy van der Walt focuses on the Dordogne region, and the magazine ends off with a month’s worth of recipes for snacks, lunches, tea time, and suppers.
I hadn’t bought a TASTE magazine for a while, and remembered it to be more attractive and impactful. The focus may be too much on recipes, and too little on wines. The features are written by good quality journalists, and could possibly be expanded. I liked the way Woolworths as a brand is not ‘in your face’ when reading the magazine – in fact I wouldn’t have minded more direct brand-linkage, to know what to look for when next I shop. There are so many organic and other quality suppliers to Woolworths of fruit and vegetables and other foods, as well as of wines, which could all be the subject of features, not necessarily linked to recipes only. A “new Woolworths products” feature would be welcome. For a marketer, TASTE would be an important advertising medium to consider, given its association with Woolworths, and the profile of the Woolworths shopper, with a reasonable disposable income. There is little carry-over between the magazine and its website.
The digital food and wine magazine Crush! has no print partner, and is haphazard in its publishing frequency. On Twitter the editorial team hint at how busy they are in doing work for the publication, but on average it appears to take them two months or longer to publish a new issue. The arrival of the new magazine is announced on Twitter and by e-mail, as one has to subscribe to receive a link to it, and is free of charge.
Crush!4 has 44 pages and was published early in December. It appears to have lost its restaurant reviewer JP Rossouw, and Olivier has taken over writing the restaurant reviews, something we suggested in one of our earlier Crush! reviews. We are delighted with another of our recommendations that Olivier adopted, which was to let (lady) bloggers participate in his magazine, and he has done so by giving highly regarded blogger Jane-Anne Hobbs from Scrumptious blog a recipe feature, and he has introduced a recipe competition, in which the recipes of bloggers Colleen Grove, Jeanne Horak-Druiff, Meeta Khurana-Wolff and Nina Timm can be evaluated by readers.
The navigation of the pages, and more particularly the content on each page, remains tedious. The front cover looks better, the copy on top of the photograph being easier to read, but it is not yet perfect, especially when one compares the ‘less is more’ covers of the two other magazines above. Most flashing gimmicks have been removed from the front cover, and have largely been discontinued. Advertising support is poor, and appears reduced relative to previous issues, and compared to the two other publications above, with only Hidden Valley, Pongracz, Laborie, Old Mutual and Ultra Liquors advertising.
The content consists of a wine page written by Olivier, and features premium brandy cocktails, a vineyard dog, wine finds, a wine myth and an overview of Sauvignon Blanc. The Essentials page, as before, has products with poor brand recognition, but the names are typed alongside each product. A Plaisir de Merle feature is a good promotion for the wine estate. The recipe pages by Jane-Anne Hobbs have fantastic photography done by herself (perhaps she should become the Crush!photographer!), but I could only get to see three recipes (soup, dessert, gammon) - I am sure there were more, judging by the six bottles alongside the opening recipe, and Olivier recommends a wine per recipe. The names of the wines are not typed alongside the bottles. The JamieWho? page by Andy Fenner is blocked by a Laborie promotion box, still has silly moving balloon captions, and focuses on Absinthe, Champagne, Hangover Cures, Jardine’s Christmas cake, and Christmas cocktails. In two of his mini-stories the copy ends mid-sentence. The review of Babel Restaurant at Babylonstoren is blocked by a competition box, and one does not know how to close it. Restaurant names at the bottom of the Babel article are harder to read on the right hand side, especially ‘Cafeen’.
A seven-day recipe card feature by Carey Boucher-Erasmus (a food consultant to the Pick ‘n Pay Cookery School, according to Google) is easy to follow and read, but no information is supplied about who Carey is. There is no consistency in the colours used for the names of white and red wines alongside the bottles, the white wine names typed in blue (High Five) or in green (Quaff Now). Sophia Lindop does great food features, but has used herbs in the last two issues (rocket in the current issue and rosemary last time), making it hard to see dishes prepared with these, and thus to have attractive photographs, even if they are photographed by star photographer Russel Wasserfall. David Cope outs himself as a guest house reviewer, of South Hills, presented on a messy red and white check background which is similar to that which he uses on his ‘The Foodie’ blog. A summer picnic spead looks good enough to eat off the screen, and is prepared by Luisa Farelo, but there is no indication as to who she is (I could not find any information about her on Google). The focus on Parlotones wines, named after the group, is fun in having their music videos, but I did struggle to get one to play properly. I also struggled to find the way to open the Prince Albert feature by Russel Wasserfall, eventually finding it at the bottom right, in the smallest possible type size. A feature on trendy Artisan Breads tells the Knead story, with colour photographs, and mentions the names of only five other artisanal bakeries around the country - there are that many others in Cape Town alone! Helen Untiedt’s organic vegetable garden, and a Book Review page conclude Crush!4.
My overwhelming frustration with Crush! is the difficulty of reading it, and the struggle to move forward or to close what one has opened. The promotional boxes blocking copy remains a problem, which cheapens the magazine and is irritating to have to close. Perhaps Olivier and the design team can look at Opulent Living’s e-magazine, only 8 pages long but published regularly – it is easy to read, has no promotions, with beautiful photographs – a top class digital magazine! I was interested to see the Crush! blogger recipe rating, and the low participation is a surprise (the highest vote is by only 100 readers after two months), given Olivier’s claim that the magazine would go to more than 1 million readers! If I were a marketer, I would not advertise in Crush!, as a digital magazine cannot present a food or wine brand with the appetite appeal that a print magazine can, especially given the poor pack presentation. I would therefore love to see a print version of Crush!, as it contains lots of good information, and could make for beautiful pages of copy and photography, something one would want to keep.
Crush!5 was launched today. JamieWho? (Andy Fenner) has been replaced by Neil Stemmet, a talented interior designer, and he adds an Afrikaans dimension to Crush!, with all five his recipes in Afrikaans on his “Soutenpeper” page (this is causing a problem for English readers!). David Cope has lost his name, and is only referred to as “The Foodie”, with no red and white check background to his contributions anymore, and both his article on Paternoster, and on FoodWineDesign in Johannesburg (held in November!!), are long-winded and boring, with few attractive photographs. Jane-Anne Hobbs (unfortunately) has been replaced by Clare Bock (owner of Appetite catering company, I learnt from Google) in a food/wine matching feature – by chance I worked out how this feature works – if you click on a wine bottle, an appropriate recipe pops up, rather than finding an appropriate wine to match the recipe! The five food bloggers in the recipe rating section are complete unknowns. Luisa Farelo (with an introduction in this issue – she is a chef and food stylist) does another feature, this time on Sunday lunches, and the styling is good enough to eat again. A food and wine events calendar is a good new addition, while a classifieds section probably is not, the ads being so small that one cannot read them. A feature on The Test Kitchen, and owner and chef Luke Dale-Roberts, is good with great food photographs, as is the one on Jordan Winery, but the labels underneath the bottles are so tiny that one may not see them. The interview with Bertus Basson of Overture (Michael is a stickler for spelling, but misspells the restaurant name in his introduction) is weird, and probably does not do him a favour. Advertisers are Fairview, Pongracz, Old Mutual, and Avocado magazine.
Chris von Ulmenstein, Whale Cottage Portfolio: www.whalecottage.com Twitter: WhaleCottageTweet