Tuesday, November 05, 2013

Meredith launches print companion of Allrecipes.com site

Meredith Corporation has launched a print version of the very successful online food site Allrecipes.com. Meredith bought Allrecipes.com from The Reader's Digest Association Inc. in 2012 for $175 million. 

According to the company, a test issue last spring resulted in about 400,000 paid orders. The website gets more than a billion annual visitors, mostly women. 

While the new publication may be considered to be going against the prevailing print-to-digital stream, it also recognizes that there is a continuing appetite for beautiful, tangible printed magazines. According to a story in Adweek,
Food is also one of a few categories where advertisers are spending in print these days; food and food products advertising was one of the fastest-growing ad categories in the third quarter, with ad pages up 6.4 percent, per Publishers Information Bureau. For its launch issue, Allrecipes got ads from Diamond of California and Hershey’s, along with non-food marketers like Chevrolet and Crest.
The new six-time magazine, has a guaranteed rate base of 500,000 and a subscription is $12 a year (cover price $4.99). It will be up against sub, newsstand and checkout powerhouses such as the HGTV and Food Network titles, built on established TV brands, as well as longstanding food books such as Cooking Light, Bon Appétit and Meredith's own Eating Well. Allrecipes magazine will have a TV component, The Better Show, which airs on the Hallmark Channel.

The new magazine was promoted with a special edition booklet "sneak preview" included with subscriber copies of Better Homes and GardensLadies’ Home JournalFamily Circle, Every Day with Rachael RayFamily FunMore, Midwest LivingEating WellParentsFitness, and Traditional Home. Proof of the power of having a large, diverse, multi-title company.

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