After just two test issues, Hearst has decided to up the rate base of Food Network Magazine from 400,000 to 900,000, reports Folio. The company is expected to follow this with another increase, to 1.1 million, in August 2010.
The two test issues, released on newsstands only in October 2008 and January 2009, had a sell through rate of 70 percent. The magazine now has a subscription of 550,000. This is before the first full issue even hits the stands on May 5th.
The initial rate base of 300,000 issues had a 100 percent sell through rate when it hit newsstands in October. This occurred in just three weeks. The magazine will publish four more issues in 2009 and has a cover price of $3.99.
Each magazine has a collection of tips and recipes from various Food Network chefs and hosts, as well as a look behind-the-scenes at some of the networkâ€™s most popular shows. Publisher Vicki Wellington said “[the] immediate, powerful response to Food Network Magazine, both from readers and marketers, has been astounding, and it has translated into our rapid growth.”
In a time when more magazines are reporting declines versus growth, this is incredibly encouraging news.