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Cook’s Illustrated wins IMR’s Editor’s Choice Award for Best Cooking Subscription Website

Bristol, RI – November 17, 2004 – With the holidays fast approaching, IMR’s Usability Expert Roxanne O’Connell thought it would be suitable and enjoyable to navigate cooking websites. She was determined to find out how a publication could manage to charge money for something that is abundantly offered for free on the Internet.

Cook’s Illustrated wins IMR‘s Editor’s Choice Award for Best Cooking Subscription Website

Bristol, RI – November 17, 2004 – With the holidays fast approaching, IMR‘s Usability Expert Roxanne O’Connell thought it would be suitable and enjoyable to navigate cooking websites. She was determined to find out how a publication could manage to charge money for something that is abundantly offered for free on the Internet.

For example, Google provides 17 million results for cooking, many of which are free. So how does one cooking magazine differentiate itself from the others? O’Connell looked at over 20 cooking magazine websites, including Better Homes and Gardens, Southern Living, Cooking Light, Martha Stewart Living and Food and Wine and chose Cook’s Illustrated as number one.

O’Connell looked at 10 usability factors to determine CooksIllustrated.com as the winner. Among the key metrics studied were affordance, brand integrity, strategic intent, and organization. In this Website Design critique, O’Connell outlined 5 website design lessons one can learn from CooksIllustrated.com:

  • Using content sampling to help shoppers become buyers of your content.
  • Help readers find what they’re looking for.
  • Be THE authority in your knowledge domain.
  • Order flows—One size does NOT fit all.
  • Use Pop-ups appropriately and sparingly.

Credentialed members of the media trade press are encouraged to contact Kim Mateus (Kim@Mequoda.com) for questions, comments and complimentary full access.

Learn the secrets behind today's most rapidly growing niche publishers. Download a FREE copy of How to Develop a Multiplatform Magazine Business Plan, and discover how large your magazine business could become and how much of an investment will be required to build your business to maturity.

By Kim Mateus

Chief Strategy Officer

Kim Mateus is Chief Strategy Officer for Mequoda Systems and the Mequoda Systems Content Network where she oversees strategic planning for the organization's 200 plus premium subscription products. Over the past decade, she has guided the development of more than 20 subscription marketing systems including I Like Crochet Network, New England Network and Your AAA Network. She and her team maintain an exhaustive best practices database of subscription marketing techniques and business processes that she uses to advise her clients and optimize the more than 60 websites that make up the Mequoda Systems Content Network. Kim is a frequent speaker at industry events and serves on the board of the Specialized information Publishers Association.

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