The Secret Sauce Behind Allrecipes’ Rapid Rise to Magazine Stardom
Many a magazine publisher might envy Allrecipes, a food magazine that has nearly doubled its circulation since it launched last November. Dubbed the "Hottest Launch of the Year" in 2013, Meredith's food-focused bi-monthly continues to thwart stagnant print sales and announced a circulation increase to 900,000 in September. What's the secret behind Allrecipe's print success in an era characterized by all things digital? Publisher Steven Grune credits the magazine's focus on community and in particular its unique reflection of its sister brand Allrecipes.com.
Allrecipes.com, explains Grune, has been a community-focused venture from the start, providing a platform for audience-driven content -- submitted recipes -- and a forum in which readers can comment on and rate their favorite dishes. Allrecipes magazine extends that brand, bringing that same community-driven content in print to a smaller, loyal community of paid readers. Essentially, Allrecipes boils down the site's massive database of recipes to a more manageable, curated read -- the way print does so well. It also highlights the community with original interviews and puts a face to Allrecipe.com's most active members.
Grune explains why this is the secret sauce behind Allrecipes success:
"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."
For more from Grune, including how Allrecipes converts its unpaid digital readers into paid print readers, check out the complete interview in our latest issue of Publishing Executive.