Allrecipes Launching Print Magazine
While most print magazines are slowly transitioning to digital-only models these days (see: Newsweek), Allrecipes is going the opposite direction. The Wall Street Journal reports that the 16-year-old recipe website is getting a bimonthly print magazine this November.
The website, which was sold to Meredith last year, averages about 30 million unique visitors a month, their website says. For the print magazine, Meredith has reportedly guaranteed advertisers a circulation of at least 500,000.
"We're big believers in print, and so far what we're seeing is print continues to be the mode of choice for a lot of our female consumers," Tom Harty, president of Meredith's National Media Group, told WSJ. This will be Meredith's first new print publication in 15 years.
While some might fear that this move from digital to print is problematic, Allrecipes has had partnerships with "special interest publications" on newsstand-only magazines for holdiay cookies and kitchen design. Meredith found that when the company put Allrecipes on a publication, sales improved by 45 percent.
"When people come to our site, they know they are not going to find a recipe from a chef with ingredients they've never heard of or can't find in the grocery store," Stephanie Robinett, director of communications at Allrecipes.com, said. Allrecipes has tapped former Gourmet editor Cheryl Brown to helm the project.