Coles magazine has become the first publication to reach 5 million readers every month – a 11.6% year-on-year increase, according to Roy Morgan’s readership survey, July 2020-June 2021.
The magazine has extended its lead in the Food & Drink category, now reaching 3.59 million more readers than those of all newsstand titles combined.
Coles magazine’s readership has grown from 2.77 million readers per month since Medium Rare first started publishing in 2015.
The readership news comes off the back of Coles’ customer research (Harvest Insights, 2021) showing that 64% of readers use Coles Magazine to plan their weekly Coles shop, with 70% saying they purchase products specifically because they are required for a Coles magazine recipe.
Three of Australia’s top four reaching magazines are now brand publications – including Bunnings magazine, also produced by Medium Rare, which now reaches 1.6 million+ Australians each month, representing 40% YOY growth.
Medium Rare’s other audited titles also enjoyed significant YOY increases in readership.
Qantas magazine remains the most widely read publication in the Business Magazine category with 367,000 readers, an increase of 41.2 percent on a year ago, while Foxtel magazine readership was up a whopping 97 per cent to 333,000.
Nick Smith, Medium Rare’s group content director said: “This readership growth demonstrates how customers continue to engage with the high quality content provided to them directly by Australia’s favourite brands.”
Medium Rare is a full-service content marketing agency, producing multi-platform content for leading brands such as David Jones, Coles, Qantas, Bunnings, Foxtel, the Australian Institute of Company Directors, Officeworks, Australian Seniors, Vintage Cellars and Chartered Accountants ANZ.
Smith joined its executive team in February this year. Previously, he held the position of Prestige & Lifestyle Director at News Corp Australia, where he was responsible for such market-leading brands as Vogue Australia and GQ Australia.
He was also a board member of Medium Rare for three years, supporting the business through its launch stage.
