Meredith launched its previously announced Allrecipes print magazine today, a bimonthly, with a $4.99 cover price and a $12 one-year subscription.
A 500,000 rate base was set based on the strength of a test issue in the spring, which yielded 400,000 subscriptions in two weeks, a spokesperson says.
It used to be that a print magazine was the base from which to spin off any number of other brand platforms, and that’s still the case. But big print launches these days are primarily spun from existing websites or television programs.
Indeed, the print version of Allrecipes is launching out of a website that’s, according to Meredith, receiving more than 30 million monthly uniques—more than 7 million are registered members. The Allrecipes YouTube channel has 600,000 subscribers and the brand’s 11 apps have been downloaded more than 18.5 million times, says the company. Allrecipes.com now has 18 websites serving 23 countries.
Along with the print launch, Meredith is notching in an Allrecipes-branded segment on its nationally syndicated program The Better Show, which reaches 90 million homes on the Hallmark Channel.
Advertisers in the launch issue include General Motors, Nestlé, P&G and ConAgra.
The new magazine joins other recent print launches, including Politico Magazine, which will be distributed six times per year to 40,000 readers mostly inside the Beltway. The first issue will hit on November 15.
Bauer also debuted its Closer Weekly on newsstands at the end of October. Two million copies of the celebrity title for women over 40 were distributed with an initial 25-cent cover price, which will later be bumped to $3.99.