Twin Covers

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AUCKLAND, Today: The Christmas twin-cover issue of MiNDFOOD magazine is setting records for indie Ponsonby publisher McHugh Media – coming in at 195 pages.

“For many years the issue has a flip book, so two covers – one a celebrity, the other the Christmas Cookbook,” says ed Michael McHugh.

“Preparation for the edition started in May. The Christmas edition always sits in our top three sales of the year.

“With many more of us cooking at home we felt that this Christmas was going to be filled with lots of family favourite recipes but also healthy alternatives, and a large vegetarian Christmas menu.

“The ad budget was achieved and the advertising team’s focus on innovation in print & digital offerings is exciting to see.”

“My favourite is Rolled, Stuffed and Wrapped, which seem to sum up the year for many! (M+AD’s favourite is the incredible Feed A Crowd pavlova, on page 69).

“We started early negotiations with Nigella’s team for the interview for the main cover and were surprised with what she had to say about her time during lockdown, and what she will be doing on Christmas Day.

“It makes a great coverline, Her New Way Of Celebrating At Home, and a good strong cover story.

“The magazine advertising budget was well achieved and the MiNDFOOD advertising team’s focus on the editions ahead with more special executions and innovation in print and digital offerings is exciting to see.”

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