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Smart Thinking Magazine With PM As Contributor

MEDIA RELEASE 29 FEBRUARY 2008

Smart Thinking Magazine Launches With Prime Minister as Contributor

MiNDFOOD Launches First in New Zealand

Not many magazines can boast the Prime Minister as a contributing writer, but that is just one part of what puts the new magazine entitled MiNDFOOD, in a field of its own. The glossy 256-page monthly magazine launches with Scarlett Johansson gracing the eye-catching cover of the April issue, on sale 3 March.

MiNDFOOD is an integrated media brand delivering information from New Zealand and around the world. The magazine and website feature television, podcast, electronic newsletters, features, recipes, photographs and daily updates (www.mindfood.com).

The strapline - Smart Thinking - says it all. The core editorial platforms of Society, Wellness, Environment, Culture, Travel and Food, Brain Teasers and News can be accessed online, and through the pages of the magazine.

Created by New Zealand couple, Michael and Michelle McHugh, owners of the independent media company - McHugh Media - the New Zealand issue launches first in what is expected to become an international brand.

Michael McHugh* comments, "The magazine market in New Zealand hasn't seen a launch of a title like this in a while. Our research showed a gap in the market for a magazine that talked to people on a range of subject matter. That started our journey to create a new business model whereby we put together a dedicated, local team to generate local stories and secure content from across the world. Our target audience does not have the time to read a stack of magazines, but they do enjoy internationally generated articles alongside what is happening closer to home. We believe MiNDFOOD appeals to the general interests of today's time poor consumers. A consumer who is interested in environmental issues, but also wants to see trends in skin care and fashion, travel and food, and Culture alongside a website resource."

Available in newsagents, dairies and supermarkets nationwide, with a cover price of $9.90, the first issue also includes an exclusive subscription offer of a scented Jo Malone candle. Subscriptions can also be purchased online at www.mindfood.com

ENDS

*Notes to Editor

Michael McHugh has launched magazines in the New Zealand, Australian, UK, European and Asian markets. Awarded Publisher of the Year in New Zealand in 1999, graduating from Stanford University (California), Michael was the first Australasian publisher to take an Australian magazine and launch into China.

He has worked on some of the most successful Australian lifestyle titles including, Vogue Australia, Good Taste, Super Food Ideas, Vogue Living, Gardening Australia, Country Style, GQ and Vogue Entertaining and Travel.

In 2001 Michael launched the internationally successful food magazine, Delicious. It went on to win Launch of the Year and Magazine of the Year; and best consumer Epicurean magazine, in America. As Creator of Notebook magazine, the innovative concept and successful launch of Notebook won many awards, best Newsstand launch, and the 2005 Launch of the year and Marketing Campaign of the year, Notebook launched in Italy in early 2007.

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