Allrecipes Translates Its Online Data to Print Success
How do you convert unpaid digital readers into paid print readers?
The primary subscribers are really coming to us through the banner ads we have. They allow us the ability to track consumers that know the brand and want to get that information in an ongoing way in print. We also attract readers through testing different offers. We promote our base subscription offer on the site: $12 for one year of six issues and $18 for two years. We've also tested a three-issue, half-year subscription.
What sets Allrecipes apart from competitor food magazines?
What is unique about Allrecipes is that we come from a digital brand. We utilize data from an editorial standpoint to find out what this community of 38 million is searching for at any given time and curate that into a print product. We have this scientifically developed data-driven editorial calendar, which is unique in the marketplace. Almost no one has that capability because few have the audience data that Allrecipes.com has.
The tone and tenor of the magazine is one of community, accessibility, and that social element is coming through in print, which is pretty unique. We're an extension of Allrecipes.com and you are part of larger community as you read the print product.
Do you have a digital version of the magazine?
We have a digital replica edition on Apple, Google Play, and Nook. It's performing pretty well. It's not a large part of our subscriber base right now.
We are trying to link the print space with the digital space by using Blippar mobile activation. We used Blippar in the February/March issue. We have such great digital assets to use for this so we've been using it in every issue since. We're seeing an increase in unique visitors as well as page enhancements on every issue. It's another link from the print product back to the digital product.
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