Meredith and Pacific to increase reach of Allrecipes in Australia
Allrecipes.com is the world’s largest food-focused social network, serving home cooks across multiple platforms with 19 sites across 24 countries in 12 languages. In Australia and New Zealand, Allrecipes.com.au consistently ranks among the three largest food sites. Pacific Magazines is a division of Seven West Media, Australia’s multi-platform media company with a presence in broadcast television, digital, magazine and newspaper media.
Under the new multi-year agreement, Pacific Magazines and Allrecipes have established a collaborative partnership. Pacific will lead a wide variety of client and consumer-facing activities, including advertising sales and marketing. In addition, Pacific will use its local media properties to promote, expand and monetise the Allrecipes brand. In turn, Allrecipes will lead all site innovation and management activities, including platform and product development, content management, search engine optimisation and site hosting from its global headquarters in Seattle.
“We’re delighted to be working with such a high quality partner to grow the Allrecipes brand in the Australia and New Zealand markets,” said Allrecipes president Stan Pavlovsky. “Together, we will lead the creation of innovative digital experiences that uniquely address the interests and needs of Australian and New Zealand home cooks, while offering powerful solutions that connect the world’s leading consumer brands with these highly valued consumers as they shop, cook and share daily meal experiences.”
Meredith and Pacific Magazines are long-time partners for Better Homes and Gardens in Australia and New Zealand.
“Pacific Magazines and Meredith enjoy a long and successful partnership,” said Peter Zavecz, chief executive officer, Pacific Magazines. “This new partnership allows us to bring Australian and New Zealand audiences the world’s leading digital food brand in Allrecipes, which fits with our business model on a number of levels. “It extends our reach, expertise and, importantly, puts data front and center of our decision-making to deliver audiences and clients more of what they want.”
Meredith is a member of FIPP.
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