Advertising Age reports that Meredith Corp., which has recently acquired Every Day with Rachael Ray and Eating Well magazines, now is buying Allrecipes.com from Reader's Digest Association for $175 million.
"We see strong growth in the digital food category overall," Liz Schimel, exec VP-chief digital officer at Meredith, tells Ad Age. "Very importantly, we see more and more women seeking information digitally about food and cooking, and what they want to eat and shop for. So with this acquisition, the tremendous scale we have in print is mirrored by the tremendous scale we have on the digital side."
"We see strong growth in the digital food category overall," Liz Schimel, exec VP-chief digital officer at Meredith, tells Ad Age. "Very importantly, we see more and more women seeking information digitally about food and cooking, and what they want to eat and shop for. So with this acquisition, the tremendous scale we have in print is mirrored by the tremendous scale we have on the digital side."
- KC's View:
- This kind of investment and statement of priorities ought to have food retailers and manufacturers thinking about what they ought to be doing in the digital space to gain access to their shoppers, helping to shape their food choices and create a more potent and lasting connection with them.
