Ex-Forbes.com CEO Has Big Expectations for Online Start-Up’s First Web Site
The Daily Meal expected to generate 2 million monthly uniques in first year.
Former Forbes.com CEO Jim Spanfeller’s new venture—the Spanfeller Media Group—has announced its first premium content Web site: The Daily Meal. Targeting cooks, foodies, wine connoisseurs, avid restaurant-goers and “everyone in-between,” the site is set to go live on October 15.
SMG tells FOLIO: TheDailyMeal.com will be ad-based and that it should generate roughly 2 million unique visitors per by the end of the first year. Within three to five years the target is to have between 15 million and 20 million monthly unique visitors.
According to Spanfeller, SMG has “cherry-picked the best talent in the field to ensure that consumers get the best advice for their palette, whether they are dining in San Francisco or preparing a meal for friends in Maine.” Saveur co-founder Colman Andrews has agreed to lead the site as editorial director. Most recently, Colman was a restaurant columnist for Gourmet until it folded last year.
Joining Colman as managing editor is food travel editor Valaer Murray. Previously, Murray served as managing editor of Forbes Traveler.
Back in June, word broke that Spanfeller had shifted gears from his original post-Forbes.com plan to launch a media management firm to start the Spanfeller Media Group, an online publishing startup for which he serves as president and CEO. The venture has secured initial funding from a group of investors led by Softbank Capital and includes Greenhill SAVP, RRE Ventures and Lerer Media Ventures— a fund managed by Huffington Post co-founder Ken Lerer and his son Ben Lerer, co-founder of Thrillist.com.
Softbank partner Mike Perlis, who formerly served as president and CEO of Ziff Davis Publishing, will serve as chairman of Spanfeller Media Group’s board of directors.