Jamie Magazine

by Hearst Client: Jamie Oliver Group

The Brief
The Jamie Oliver Group approached Hearst looking for a full-service publishing service incorporating editorial content, distribution and advertising for Jamie Magazine as well as monetising the jamieoliver.com website. As a global publisher, they valued Hearst’s strong international foot print, viewing it as a great fit for the future development of Jamie Oliver Group business with multiple global editions of the Jamie magazine. Along with Hearst’s experience in growing circulation for titles, our newsstand scale and subscription reach in the UK we were perfectly placed to develop the magazine at retail and via subscription.

The Challenge
It was important to maintain the publication’s proximity to the Jamie brand whilst the editorial hub would be physically removed, situated at the heart of the Hearst business. The challenge lay in taking on an existing base of loyal readers and utilising our editorial and insights expertise to deeply engage with and inspire them. Simultaneously we had to ensure that we were complimenting and supporting the various areas of the Jamie Oliver brand and existing ecosystem across the Jamie Oliver Group.

Our Approach
Having produced content for UK consumers for over 100 years, Hearst is relentlessly consumer facing and has cultivated exceptionally high standards in journalism and production. We applied this knowledge and decades worth of understanding what a consumer wants from content, to Jamie magazine.

Relaunch March 2017
Following a new content and sales strategy we’re re-launching the magazine with a new look, drawing on the creative of Jamie’s cook books. We’re adding exclusive recipes into the content mix and integrating Jamie’s personal and professional values– reflecting his family friendly approach. We’re executing a comprehensive new newsstand strategy and have adjusted the publishing schedule to fit around the seasonal produce calendar.