Allrecipes.com, the 16-year-old cooking website acquired by magazine publisher Meredith in 2012, is about to make its print debut: Meredith will start publishing Allrecipes magazine this fall. The magazine will come out every other month, with the December 2013 issue available in mid-November.
This past spring, Meredith had tested the Allrecipes magazine concept and bundled it with existing Meredith magazines like Better Homes and Gardens and Family Circle. “The results of the tests exceeded our expectations, generating approximately 400,000 paid orders,” Tom Witschi, EVP and Meredith women’s lifestyle group president, said in a statement. In addition, the Wall Street Journal reports, “In one test, the company put the Allrecipes name on a ‘special interest publication’ — a newsstand-only magazine about things like holiday cookies and kitchen design — and found sales improved by 45 percent compared with an earlier version of that publication with a different name.”
Meredith, which acquired Allrecipes from Readers Digest for $175 million in January 2012, says the Allrecipes network of sites gets over a billion visits annually; I’ve asked the company for monthly uniques. It also has 11 mobile apps and a YouTube (s GOOG) channel with over 600,000 subscribers.
I’ve been trying to think of other print magazines that started life as digital publications, and none came to mind immediately (though they must exist — can you think of any?) Politico plans to release a quarterly print magazine, though that publication will be free. It’s much more common for print magazines to go digital-only as a cost-saving measure: Think PCWorld, most recently, and Newsweek, last year. Food magazines have tended to do well as a category, however, which has led to print launches like Food Network Magazine and Every Day with Rachael Ray at a time when other print mags are folding.