Target Market: Food lover, married female, 27-37 years old, employed from the ABC income segment
Circulation: 22,000-26,000 (Audited by SGV in January 2010)
Pass-on Readership: 4
Total monthly readership: 110,000
Frequency: 11x a year
Distribution: Supermarkets, convenience stores, bookstores, newsstands, magazine shops
Cover Price: P125
Size: 8.5 x 11 inches
>> YUMMY AT A GLANCE

Editorial Mission

EASY MEALS EVERYDAY

YUMMY is the modern food magazine that inspires readers to be creative with their home menus, given time and budget constraints. Every issue features more than 50 new recipes that are quick-to-do and easy-to-prepare, with ingredients readily available in any supermarket. YUMMY also delivers product and supermarket news, expert advice, and other interesting food and restaurant features.

YUMMY continues to appeal to its readers because of its stunning food photography and recipes that are easy to cook without the need for professional culinary knowledge.

For two consecutive years, YUMMY is the best selling food magazine in the country*, turning out to be an essential source of inspiration, information, and ideas for all cooks, bakers, and food enthusiasts.

The combined power of the Yummy brand
With the combined reach of 110,000 readers and 37,241** Yummy.ph unique users, you will reach almost 150,000 food lovers who are highly engaged and passionate about food and trust Yummy to deliver delicious content every month—no matter the medium.

*Source: TNS Trends 2007-2009
**As of September 2010

Target Market

The Yummy reader is a food enthusiast who is always looking for easy-to-do recipes with ingredients that are readily available in the supermarket. She does not have formal culinary training but will take up the challenge of trying a new recipe provided that it is easy and uses ingredients that she is already familiar with. She is a regular magazine reader and has been collecting Yummy monthly for the last two years. Her favorite sections are: Everyday Recipes, Restaurant Review and Weekday Cooking.

81% trust the magazine and bought a product or availed of a service featured in the magazine
40% buy their issue in the supermarket
66% go out to eat at least twice a week
68% enjoy joining cooking demos

*Source: 2010 Yummy Reader’s Survey

READERS’ TESTIMONIALS

Yummy readers are very engaged with the magazine. Even if they are first-time cooks or bakers, they try recipes from Yummy because they find them very simple to do. Furthermore, they take pride in their accomplishment and write to Yummy about this.

There is also high engagement with the ads inside the magazine. For them, a good recipe is a good recipe–whether it’s from an editorial page or an ad. You are then assured that your message is delivered straight to readers who want information on new products that they can use while cooking.

Here are some testimonials from our Yummy readers:

“My love affair with YUMMY magazine started just last April, when my sister bought two back issues of YUMMY in a sale. I immediately pored over them and tried a recipe from each magazine such as -Aileen Anastacio’s White Toblerone Cheesecake from the December 2008 issue. My whole family…loved the White Toblerone Cheesecake. Ever since, I’ve tried varying the recipe using all kinds of Toblerone available, and have baked it for my Mom last Mother’s Day, for my aunt in Tarlac, and for my sister’s husband on his birthday. I also appreciate the fact that most ads featured in your magazine are made not only to entice but to educate readers. They feature mouth-watering recipes too! Thank you, YUMMY, for helping me make wonders in the kitchen!”
- Cecile Jacinto, sent via email

“I’m a programmer who loves to eat and I love your magazine. I just started collecting them last December 2009 to look for some Christmas desserts and you didn’t failed me. My sister and I worked on the Alaska Strawberry Mousse Cups for our Noche Buena dessert. I decided to start collecting your magazine because I find your recipes to be easy, delicious and in different varieties. Keep it up, Yummy. I hope you could inspire more people like me.”
- Judy Ann Gonzales, Makat i City

What's Inside Yummy

• YUMMY IDEAS Yummy Ideas A grab bag of quick recipes, kitchen ideas, news and updates on new food products and establishments, reviews (food books, shows, websites), terrific kitchen tools, featured ingredients, readers’ tips and recipes, and more. Includes Elaine’s Food Addition, where a branded ingredient is used creatively in a fouringredient recipe that takes a maximum of 20 minutes to prepare.
  
• YUMMY SHOPPING
  EXPANDED! Shopping List. A monthly roundup of new products, new supermarket features, and interesting places to do food shopping.
  Grocery Grab. A full-page feature on various grocery products that belong to a certain category (for example: Spices, Sweet Toppings, Local Sauces, Favorite Pastas, etc).
  Gadget Grab. A full-page feature on interesting, useful, and must-have appliances and gadgets.
  
• EVERYDAY RECIPES
  Everyday Recipes. Quick and easy recipes that can be prepared in under 30 minutes.
  Columns. Recipes and tips from top chefs and foodies.
  Weekday Cooking. Quick and easy recipes that home cooks can prepare for everyday meals, with a special focus on ulam.
  Weekend Entertaining. A special thematic menu for weekend gatherings that features slightly more involved recipes.
  
• RESTAURANTS
  Restaurants Reviews of three restaurants with a specific theme per month.
  Dine-Out District. A round-up of interesting food stops in a specific neighborhood or commercial area.
  
• YUMMY LESSONS
  YUMMY LESSONS NEW! It’s Time to Turn On. A spread feature on a specific kitchen appliance or gadget, followed by an easy recipe that can be made using the featured gadget.
  From Rachelle’s Kitchen. A full-page column of Food Editor Rachelle Santos wherein she shares her must-try recipes, kitchen tips, and more.
  Step by Step. Features easy three-step lessons on kitchen skills.
  D-I-Y. An easy recipe of a popular dish or snack that readers can replicate at home.
  In the kid-chen. Fun and delicious recipes the young ones can make for themselves.
  It’s Time to Try… A spread on a specific ingredient, followed by an easy recipe that shows how it can be used.
  Liz’s 10 ideas. 10 easy and creative ways to use and prepare a specific pantry basic or grocery item.
  Fresh for Last. A lovely essay on market finds.
  

VALUE-ADDED SERVICES

What’s Yummy Your brand may be featured in this special section where exciting promos and new products are highlighted every month.

For Yummy's advertising rates, editorial calendar, and marketing calendar, please contact your respective Summit advertising executives.