Following the sales success of Observer Sport Monthly, the Sunday
broadsheet is to launch Observer Food Monthly.
OFM will be a 68-page tabloid food supplement exploring the culture of
eating and drinking.
The launch aims to follow the template developed by OSM, which launched
in June 2000, and has proved a sales success with The Observer reporting
the strongest circulation growth of all Sunday broadsheets.
OSM has also received critical acclaim for the way in which it has
covered the world of sport.
'As with OSM, the food supplement will aim to cover the topic in the
widest possible terms and hopefully open up the subject to people who
normally wouldn't read about it,' said John Mulholland, Observer deputy
editor - features.
He claims the launch is more than just a result of the 'Jamie Oliver
effect' and will cover issues such as nutritional information, organic
food, and fears over BSE. It 'will not be 68 pages of recipes'.
The supplement will have a dedicated editorial team of three to be
headed by Lucy Cavendish, who joins at the end of April. Cavendish comes
from The Sunday Telegraph where she has been a features writer since
According to Mulholland, OFM will include contributions from existing
Observer writers, including Nigel Slater and Monty Don.
The supplement will be available with the Observer issue on the second
Sunday of the month. Mulholland said a launch date had not been decided
but expected it would be early Summer.