Web Sitings: An App Worthy of the Main Course?
Leveraging Social Media
Taking advantage of Gourmet Live's digital status, Condé Nast has made social media a "cornerstone of this product," Stock says; users must sign in to Facebook or Twitter to access the app. This was done to encourage content sharing. For example, readers can "favorite" a recipe to share with friends via the social networking sites. With a branded Twitter account and Facebook page, Gourmet Live is positioning itself to engage readers in multiple ways.
Location-based technology is also part of the app's draw. For example, readers in different areas of the country will be served customized recipes, dining recommendations based on the time of day and their locations, reviews on area restaurants, and other location-based content. In Chicago for a business conference? Condé Nast wants you to check out the Gourmet Live app for your dinner options.
In step with many other publishers trying to tap new revenue streams in the face of declining print sales, Gourmet's future is digital. Approaching this product with a high-tech base, Condé Nast is utilizing the rich assets of a media company to try to reinvent an iconic brand. PE