Masterchef magazine lost 33.42% of its circulation in the audit to December 2011. This is the second biggest decline in the audit. For a title connected to a successful TV franchise this is a dreadful result for the publisher.
As I have noted here previously, Masterchef has lost its way. It does not play to the TV show connection and, in my view, does not make itself appealing enough to be sought out from the excellent range of food titles we have in Australia.
The title will either be need to be dramatically overhauled. Given the publisher’s marketing in 2011, I fear that the overhaul will come at the cost of newsagency sales.