Yahoo is continuing on its vertical strategy, after a similar launch for its tech lifestyle site earlier this year…it has now launched a food vertical (or at least is launching later today), with 5,000 searchable recipes, instructional cooking videos and city-based restaurant dining guides and reviews, reports WSJ. The company hopes that Yahoo Food’s professional and occasionally quirky content — an original Web series called “Cheap and Easy” will show how to make a meal in five minutes for $5 — will make it a destination for food lovers, who are an active group online. Also, in keeping with its aggregation strategy, it is partnering with Food & Wine magazine and Martha Stewart Living Omnimedia, and adding in features from other Yahoo properties such as Yahoo Local and Yahoo Answers. Yahoo also may develop sites on home decorating and fashion, it said.
The site has been launched by the new-ish yahoo Lifestyles group, part of the bigger Yahoo media Group based here in Santa Monica. Yahoo lifestyles is headed by GM Deanna Brown (also the former CEO of Inside.com, where both Staci and I worked back in the days). Brown also co-founded Epicurious, one of the earliest food sites, owned by Conde Nast.
Clickz: Original content includes 13 blogs from influential personalities in the food world like “The Continental Chef” from Marcus Samuelsson; “Back to the Table” from Art Smith; “Donatella’s Dish” from Donatella Arpaia; “Ed Levine Eats” from Ed Levine; and “Southern Table” from Frank Stitt. Culinary talent Brooke Peterson will also develop and host a video show called “Cheap and Easy.”