Meredith Bumps Up Allrecipes’ Rate Base, Again
Distribution expands to 1.1 million—a 120-percent increase since its 2013 launch.
Meredith’s digital-to-print experiment has proven to be a success for Allrecipes, which launched its first print edition to an audience of 500,000 in November 2013. After just one month, the company increased its rate base by 150,000 copies and then raised it again in September 2014 by another 250,000, bringing the total to 900,000. Tuesday, the magazine announced it will send out an additional 200,000 copies of its Feb./March issue, effectively raising its rate base to 1.1 million.
The latest hike for the bimonthly magazine marks a growth of 120 percent after only eight issues. Publisher Steve Grune refers to the growth as “robust” and in a release says that besides readers, “Marketers are also taking notice of the brand’s multi-platoform reach.”
Editor-in-chief, Cheryl Brown, suggests the magazine is hitting the mark with readers because of its dynamic feedback loop. “We’ve been listening to the Allrecipes food community all along, tweaking and updating based on their feedback, and we want to keep that dialogue going as we continue to grow.”
To be fair, the brand also has a huge leg up with its digital marketing arms. Globally, Allrecipes.com reaches more than 1 billion visitors; its YouTube channel has more than 1.4 million subscribers and its main brand accounts reach nearly 1 million followers on Facebook and Twitter combined.