Bauer bets on Eat In

Eat In first issue

Eat In first issue

Bauer’s Eat In appeared on the shelves this week (May cover date; on sale first Tuesday) and it will be interesting to see how it fares.

The company has spent the last decade closing titles, first  its failed launches between 2002 and 2007 – Cut, Real, Lounge, Three-Sixty and In the Know – and then several of the Emap titles it took over 18 months ago, the most recent being Arena.

Bauer shook up UK women’s weeklies in 1987 with Bella and it made a similar splash with Take a Break in 1990. However, its string of failures saw the company’s market share being slowly eroded, despite it publishing Take a Break, Bella and That’s Life. It started to look like the sort of long, slow decline that IPC’s women’s weeklies Woman and Women’s Own have suffered – until Bauer made its move for Emap.

Eat In sees Bauer on what should be safe ground for it in the form of  ‘service’ features, and it’s a pretty big sector to go for.

The BBC’s Good Food and Sainsbury’s Magazine (Seven) each shifts more than 300,000 copies a month, with Australian-licensed Delicious (Seven), Olive (BBC) and Easy Cook (BBC) in at 105,000 to 80,000.  However, freebies abound here. Asda, Tesco, Sainsbury’s, Somerfield Morrisons give away a combined total of about 9 million copies and the most upmarket of the lost, Waitrose Food Illustrated (John Brown), another 300,000.

The recession may be a boon for eating in with Bauer saying: ‘As we continue to be inspired by top chefs and TV personalities, Eat In captures this enthusiasm by showing how to create simple, delicious dishes using quality, affordable and easily accessible ingredients.’ However, the TV seems laden with adverts for eat-in ready meals at £5 or £10 for two.

The first issue felt light to me with 84 pages on thin stock (a minimum 100 pages has been the pattern for many monthly launches). However, it looks pretty packed with an impressive ‘our dishes at a glance’ spread on pages 4 and 5 to push its wares. Easy Cook, which put in a 20% rise in sales last year and costs £2.60, looks like the target for Eat In‘s print run of 120,000. At £2.50, Eat In is 70p cheaper than Good Food, which is nudging its price up by 10p from its May issue.

Bauer profile

Eat In fact file

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