In an effort to grow within the food media market, Meredith acquires EatingWell Media Group
Meredith Corp. announced Monday that it bought EatingWell Media Group.
With this purchase, and the relaunch of Recipe.com, the major magazine publisher is expanding within the food media market.
As food is a top advertising category currently for Meredith, the move to obtain EatingWell seems to focus on bringing more attention to their top food advertisers, across multiple platforms.
EatingWell is a bi-monthly magazine with a circulation of 350,000. EatingWell’s website is packed with recipes, meal preparation and nutrition advice and tips for buying food. They also have a mobile recipe app and a series of books, including cookbooks.
Meredith plans on building the circulation up to 500,000 by early next year.
Recipe.com currently has 20,000 recipes on it, and Meredith expects to build that to 50,000 by the end of 2011. This will include how-to cooking videos and a quarterly magazine designed to drive traffic to the website.
The Des Moines Register, a publication residing in Meredith Corp.’s home state of Iowa, quoted Tom Harty, Meredith’s national media group president saying, “Our consumers consistently tell us that preparation of delicious and healthy meals on a tighter food budget is top priority and research reveals that women are using multiple media platforms – print, online, mobile, social, video – to assist them.”
The financial terms of this agreement were not disclosed.
