Meredith Corp. plans to launch Allrecipes magazine, a print extension of the company’ popular Allrecipes.com digital destination. This represents the media industry’s first large-scale digital-to-subscription magazine print brand extension, according to Meredith Corp.
Allrecipes magazine will be published six times per year with an initial rate base of 500,000. The December 2013 premiere issue will debut in mid-November, just in time for the busy holiday cooking season.
Meredith also will 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 Meredith National Media Group President Tom Harty. “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 popular Meredith titles such as Better Homes and Gardens, Parents, Family Circle and Fitness. Meredith also promoted it on its digital sites, including Allrecipes.com.
“The results of the tests exceeded our expectations, generating approximately 400,000 paid orders,” said EVP/Meredith Women’s Lifestyle Group President Tom Witschi, 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.”
Advertising sales for Allrecipes magazine will be led by Christine Guilfoyle, who is being promoted to VP/group publisher. Guilfoyle will continue to serve as publisher of Every Day with Rachael Ray magazine and also will retain oversight of the EatingWell magazine brand. Cheryl Brown is being named editor-in-chief of Allrecipes magazine, reporting to Linda Fears, head of Meredith’s Food Content Center of Excellence.
“Allrecipes magazine will have a distinct voice and personality which will appeal to ‘cooks like me’,” said Brown. “It will speak to real everyday cooks who want to share their ideas and inspiring recipes with friends, family and other like-minded people.”
Brown and her Des Moines-based editorial staff will work closely with the Allrecipes.com team in Seattle.
“We are excited by the incredible opportunities the magazine offers us as we further expand the Allrecipes brand across multiple media channels,” said Stan Pavlovsky, SVP/president of Allrecipes.com.
