MEDIA: Food to follow Observer Sports Monthly formula

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.

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