With many consumer magazines struggling, selecting the right place for pork’s advertising message is a challenge.
Pork advertises in Family Circle magazine, which published its largest issue in its 76-year history in September, with nearly 4 million in circulation. Family Circle celebrates today’s family and women are at its center. The magazine provides practical solutions to help moms raise happy, healthy families.
“Family Circle represents the strong connection women have with their family, friends and community, and this reflects the pork checkoff’s consumer research,” says Laurie Bever, director of consumer advertising for the National Pork Board. “Moms are increasingly looking for ideas from trusted sources, including friends, family, blogs and their favorite magazines. As we’ve seen a renewed interest in practical home cooking, pork is there as the quick, easy and affordable solution.”
Pork advertising is also connecting with consumers through Everyday with Rachael Ray’ magazine, whose circulation has tripled to 1.8 million since the magazine’s launch in 2005 and continues to see steady growth each year. Food Network magazine, launched in 2008, has more than doubled its circulation to 1 million in less than one year, and has offered a great opportunity for pork advertising.
“From April through September, more than 31,000 visits from magazine print ads have been generated to our Web site, www.TheOtherWhiteMeat.com/PorkRecipes,” Bever says. “When you add in the traffic we’ve received from our online ads, the total traffic to the ad Web site totals more than 80,000 visits during this period.”