EatingWell Ups Ratebase to 1 Million
Meredith decides to capitalize on a growing trend.
Meredith Corp. announced it’s increasing the ratebase for EatingWell to 1 million, starting with the July/August issue. This bump marks a 200-percent growth in circulation since the company acquired the brand in 2011.
The epicurean segment wasn’t as strong as it is today when Meredith bought Eating Well Media, which also included Recipe.com. However, both brands fit well within the Meredith portfolio, and now epicurean brands are bouncing back. What’s more, the trend of healthy eating and living is arguably bigger than ever, which positions the brand well in today’s market.
"What was once a niche trend is now mainstream, and in response our brand has broken ground with new advertisers whose values align with health-conscious choices,” says publisher Deirdre Finnegan in a statement.
In addition to the bimonthly’s print growth, which includes a healthy list of advertisers—including Whole Foods, Walmart, Walgreens and major pharma companies—the brand’s digital footprint has expanded. Its website attracts upwards of 4.3 million monthly unique visitors according to comScore, which is up 50 percent year-over-year. Much of that growth is fueled by mobile traffic, where 2.4 million of those visits are coming in. That’s a 100 percent year-over-year increase.