Induction Hobs

I don’t know about you but every time I think I’ve heard everything there could possibly be to say about air fryers, along comes another feature!

As editors we may be tired of the gadget, but it seems readers can’t get enough of them.

And, in fact, it’s not just air fryers that have a dedicated audience, the Telegraph ran a feature last week on induction hobs and whether they were better than gas ones which totally took off and is still what we call ‘deep engagement’ a week after publication, including more than 1,000 comments.

It got me thinking about how the barriers between consumer journalism and features have broken down in a great, creative way. What once might have been a straight test feature can be really newsworthy. 

More than that, if you’ve ever lent or gifted a gadget to a writer, you never know when it might become the subject of a feature. I’m currently working on something about all the gadgets I’ve tried and the one I bought 15 years ago I’ll never give up.

Of course that’s not always useful if you are retained to publicise the launch of a product with a fairly short timeframe, but to suggest to a committed cook that they compare it to an old favourite could give you almost instant results. 

And if I was working with a product designer on something that is the next step on from an air fryer I’d be breathing down their neck to get it to market… goodness knows we all want something practical and positive to talk about.