Last week New Media Publishing, publishers of TASTE magazine for client Woolworths for the past twelve years, announced in a media release published on bizcommunity.com that ‘Woolworths TASTE has a brand-new look!‘ Its look may not be as new as it would like Woolworths’ shoppers to believe!
In the article the publishing company self-praises the new look: ‘SA’s favorite food title ups its game this month. The November issue features a cover and design overhaul and serves as the launchpad for the brand’s multi-platform strategy’. Newish editor Kate Wilson states: ‘The aim of the editorial refocus is to help even more shoppers make the most of the incredible offering in store while maintaining the brand’s reputation for visual excellence‘! Woolworths’ Glenda Philp added that ‘As a retail brand, engaging with our customers in elegant but also innovative ways is a constant challenge’.
This morning freelance journalist Herman Lategan posted a photograph of the new November issue of TASTE alongside a 2012 cover of Washingtonian on his Facebook page, with similarities not only in the photograph of the flapjacks and berries being drizzled, but also in the layout design of the other elements! One of the comments to the Facebook post asks whether this is another Frankie’s copycat by the retailer, referring to Woolworths cribbing the craft ginger ale.
Come on New Media Publishing, you can do better than this!
Chris von Ulmenstein, WhaleTales Blog: www.whalecottage.com/blog Tel 082 55 11 323 Twitter:@WhaleCottage Facebook: click here