“Allrecipes is a unique and powerful media brand,” said Tom Harty, Meredith National Media Group president. “Our testing reaffirmed its tremendous consumer appeal, and we think advertisers will view Allrecipes magazine as a new and exciting way to reach a large base of very motivated consumers.”
Meredith conducted tests of an Allrecipes magazine concept, bundling it with issues of Better Homes and Gardens, Parents, Family Circle and Fitness as well as promoting it on its websites.
“The results of the tests exceeded our expectations, generating approximately 400,000 paid orders,” said EVP/Meredith Women’s Lifestyle Group president Tom Witschi. “Clearly there is tremendous enthusiasm and passion for a print extension of the Allrecipes brand, and we intend to maximise the multiplatform delivery to consumers and marketers.”