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Graphics Grab – a tale of two magazines, Delicious and White Magazine

Friday, 23 November 2018
By Patrick Howard

Kerrie McCallum, Editor of Delicious.
Photo: Ad News.

The News Corp magazine, Delicious, was named the Magazine of the Year for 2018 last night. Editor Kerrie McCallum was named editor of the year and the designer, Hayley Incoll made it as designer of the year.

According to an Ad News report, it secured both the top spot in monthly print while Delicious on Sunday tops the weekly print charts.

Congratulations all around but it does bring into sharp relied the different methods of measuring readership.

According to the Roy Morgan magazine readership figures Delicious slipped 15.7% to 306,000 readership in the year. On the other hand EMMA, the news media industry print readership survey, has the magazine over the year with an average readership per issue of 621,000.

Meanwhile Delicious itself claims a total monthly reach of 628,000 for print.

It’s to do with fusing online and print readership figures.


In my understanding if there’s a mother lode of gold in Australian magazine publishing its’ the bridal industry magazines. Check them out in the newsagents. There are quite a number of them; Bride to Be, Modern Wedding, Luxury Weddings, The Knot, Cosmopolitan Bride Magazine, the list goes on. Generally they’re over 200 pages, packed with glossy colour and every page generates revenue.

Final issue # 41

But one of the most successful, White Magazine, has shut down after refusing the feature same-sex weddings. Targeted by LGBTIQ supporters on social media and abandoned by trade advertisers fearful of the impact, founders Luke and Carla Burrell, just couldn’t come to terms with the change.

White Magazine is no longer economically viable,” they said in a blog post.


After moving to Yaffa Media this year, I came across a treasure trove of bound volumes of Newspaper News, the forerunner of all the printing and advertising magazines. Back in 1929, under David Yaffa publisher, it featured ‘Latest development in the printing Arts’ as the main headline, reporting on the 8th International Printing and Allied Trades Exhibition held at Olympia London.


Marvellous stuff. Among the many machinery manufacturers on show, few names remain. One that stands out is Heidelberg, which was selling its Automatic Platen. With a capacity of 3,000 foolscap sheets per hour, or 6,000 two-up for small jobs and envelopes, even then it was a very productive machine.

Stay tuned for other items from these invaluable tomes.


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