Allrecipes Translates Its Online Data to Print Success
This interview is a part of a larger feature documenting some of the most exciting magazine launches and relaunches of the past two years. Click here to view more interviews with publishers of newly launched or relaunched titles.
While the magazine industry as a whole may be seeing print revenues shrinking, publishers with powerful digital brands are still finding print to be a viable product. Allrecipes.com, a 16-year-old brand purchased by Meredith in 2012, took advantage of its online brand and readership data by launching a print edition in November 2013.
Print has proven to be the best route for Allrecipes.com to monetize its content and mobilize part of its 38-million-plus monthly readers. Since its launch Allrecipes has experienced dramatic growth, jumping from an initial rate base of 500,000 to over 900,000 in its upcoming October issue.
Following publisher Steven Grune discusses how Allrecipes uses its extensive online data to curate its print content and how that content acts as a unique extension of Allrecipes.com's vibrant online community.
What does the print product accomplish that digital doesn't?
What the magazine has allowed us to do is to garner revenue from consumers. It is very exciting and speaks volumes about the fact that print can deliver content in a way that no other media can. We are able to curate the 60,000+ recipes that are on Allrecipes.com and take the top-rated or most-reviewed recipes and present them in the way that print does so well.
Do you include original content as well?
Yes, absolutely. We have profiles of individuals behind the recipes. Those are our celebrities, if you will, highlighting real people from the website who discuss the story behind their recipe. We also have How To's -- how to cut a chicken, how to break open a lobster. We make those very visual and go beyond just the recipes themselves.
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