Eat In guide toasts five years in the kitchen

Listing over 600 national fine food stores and suppliers, Eat In is unique in that it caters for a broad spectrum of readers - from busy singles who like to throw together a casual salad and pasta dinner for friends, to formal dinner party habitués who love the ritual of a four course meal with specially selected wines. "Being the hostess with the mostest isn't so much about what you know about food or preparing it – it's about knowing where to get it," adds Johnson.

A new easier to read design format and three separate divisions, will give advertisers an opportunity to direct their message straight to their target market with large format glossy pages providing for spectacular visuals. Eat In publisher Irna van Zyl, of New Media, comments that over the years Eat In has become an indispensable source of information and inspiration to local foodies. "We still receive calls from readers asking for an Amarula Carrot Cake recipe published in the magazine three years ago.

"For advertisers Eat In is unique in that it has the added advantage of a 12 month shelf life. Normally kept in the kitchen or living area – and sometimes in the car - the magazine is used as a reference book and for the same advertising rate as a monthly title, advertisers can build a strong ongoing relationship with the reader."

Eat In, winner of the 2003 Sappi PICA Award for the Best Consumer Commemorative Issue, is not merely aimed at readers with a golden spatula in the kitchen, it also prides itself on providing information for people whose busy lifestyles mean they rely on delis, and other suppliers of prepared food for mealtime solutions. The guide also offers information for those in the food and entertainment industries who value Eat In as a resource for their trade, be they cooks, caterers, or small producers seeking outlets for their goods.

The glossy annual, published by New Media, will be on sale nationally from the end of September 2004 at selected Woolworths stores, CNA, Exclusive Books, Spar, Airport bookstores, farm stalls, delis and wine shops.