Meredith Corporation plans to turn its successful Allrecipes.com property into a print magazine to be published six times per year with an initial rate base of 500,000. The December 2013 premiere issue is scheduled to debut in mid-November, in time for the holiday cooking season.
Meredith describes itself as the United States’ leading media and marketing company serving 100-million American women through a range of mediums, including print, television, online, mobile, tablets, and video. The company, headquartered in Des Moines, Iowa, publishes powerful print titles like Better Homes and Gardens, Parents, Family Circle and Fitness. Meredith plans to circulate the new Allrecipes magazine with some of these properties.
A statement from the company about the Allrecipes print initiative explains, “This represents the media industry’s first large-scale digital-to-subscription magazine print brand extension.”
Meredith describes Allrecipes.com as the world’s largest digital food brand with a database of over one million recipes and more than one billion annual visits. Allrecipes.com is also positioned by Meredith as a top how-to recipe channel on YouTube, with more than 600,000 subscribers. Allrecipes‘ 11 top-rated mobile apps for iPhone, iPad Android, Kindle Fire and Windows 8 have been downloaded by more than 18.5 million times. The brand has 18 Websites, and 18 mobile sites serving 23 countries in 12 languages.
Meredith plans to create a regular Allrecipes branded television segment that will air as part of Meredith’s nationally syndicated television program The Better Show, which currently airs in more than 160 markets, and will air nationwide to 90 million homes on the Hallmark Channel beginning in September.
“Allrecipes is a unique and powerful media brand,” said Tom Harty, Meredith National Media Group President. “Our testing reaffirmed its tremendous consumer appeal, and we think advertisers will view Allrecipes magazine as a new and exciting way to reach a large base of very motivated consumers.”
Meredith conducted tests of an Allrecipes magazine concept this spring, bundling it with issues of Better Homes and Gardens, Parents, Family Circle and Fitness.
“The results of the tests exceeded our expectations, generating approximately 400,000 paid orders,” said Tom Witschi, EVP and Meredith Women’s Lifestyle Group President, who will oversee the Allrecipes magazine business. “Clearly there is tremendous enthusiasm and passion for a print extension of the Allrecipes brand, and we intend to maximize the multiplatform delivery to consumers and marketers.”
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