Perhaps taking a cue from $h*! My Dad Says, the popular blog that translated into a mass-media product, Meredith Corp.’s has announced it’s launching Allrecipes as a magazine, spinning off the cooking website it bought in 2012.
The magazine will guarantee its advertisers an average paid circulation of 500,000 and publish six times a year, starting with a December issue planned to hit newsstands in mid-November.
Meredith tested the new magazine this spring by bundling it with issues of Better Homes and Gardens, Parents, Family Circle and Fitness. It has also promoted it on Allrecipes.com. The promotions led to 400,000 paid orders, according to the company.
“Clearly there is a tremendous enthusiasm and passion for a print extension of the Allrecipes brand, and we intend to maximize the platform delivery to consumers and marketers,” said Tom Witschi, executive vice-president at Meredith and president of its women’s lifestyle group, in a statement.
Meredith agreed to buy Allrecipes.com from Reader’s Digest Association for $175 million in January 2012.
Christine Guilfoyle, the group publisher in charge of Meredith’s Every Day with Rachel Ray and Eating Well magazines, was named to oversee ad sales at Allrecipes magazine as well. Cheryl Brown, editorial director at Meredith’s Recipe.com, will be editor in chief of the new title.
“Allrecipes magazine will have a distinct voice and personality which will appeal to ‘cooks like me,'” Brown said in a statement. “It will speak to everyday cooks who want to share their ideas and inspiring recipes with friends, family and other like-minded people.”
Meredith is also planning a regular Allrecipes TV segment for its syndicated TV program The Better Show, the company said.
This story originally appeared on Advertising Age
