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Appetite magazine folds

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Local food magazine Appetite has folded, with January 2014 to be its last issue.Publisher Edipresse put out the announcement on its Facebook page yesterday.“We have come to the conclusion that the advertising market and revenue trend for food publications is insufficient for the continued publication of Appetite. We have seen this trend work against even established international food magazines such as Gourmet, which was closed after over 60 years of publishing,” said the note. *(See note below)Marketing understands that the magazine spent a significant amount re-launching its design and content, as well as on digital media only last year.Its key advertisers were the likes of Meritus Mandarin Orchard, Nespresso and OUB.Edipresse said it would continue to focus on its titles in the premium and luxury segment, such as Singapore Tatler, Tatler Homes, Tatler Weddings and Singapore’s Best Restaurants.Resources that were dedicated to Appetite would be moved into these titles and their online sites.SK Ho, publisher of Magazines Integrated denied that that the ad revenue for the food industry was insufficient. The publishing firm runs rival food magazine Epicure. Other magazines such as Food & Travel and Wine & Dine could not be reached at the time of publishing.Appetite was started by SK Ho in 2006, and later sold to Edipresse in 2008. He also started Wine & Dine in 1989 before it was sold to Pan Pac Media in 1998. The company later became Lexicon and was last renamed Elektromotive Group after an acquisition.Ho then started Epicure in 2010.“More restaurants and hotels are opening - high end ones at that. While there are also those are closing, the food industry is still growing,” said Ho, adding that Epicure has steadily been increasing its market share. The magazine pulls the bulk of its revenue from print advertising, followed by online advertising and copy sales. However he agrees that the industry is seeing itself evolve.Meanwhile, food magazines continue to pop up in the local market. Publisher Red Tree has launched a new bi-monthly, Food Journal, debuting this month in print and online.Ho claims the cessation of Appetite brings him no joy. “Something like this affects the image of the print ad industry.”

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