Better Homes & Gardens to launch widget

Share this content:
Better Homes & Gardens to launch widget
Better Homes & Gardens to launch widget

Meredith Corp.'s Better Homes & Gardens magazine is hoping to boost brand engagement with a new widget, launching next week.

The BHG Recipe Saver widget, targeted to the Better Homes reader, a 28- to 55-year-old woman with a family, offers users 7,000 BHG-branded recipes, meal plans and coupons. Consumers can use the widget from any site, without being redirected to the BHG home page, and can search the Recipe Saver database for certain ingredients, coupons or recipes. Once a recipe is selected, the widget creates a printable shopping list, and users also can print off coupons.

“As a publisher, we find ourselves in highly fragmented media environment with really fast-moving consumers who are increasingly in control of their media consumption, so we can't rely only on branded sites,” said Dan Hickey, VP of digital content for Meredith. “We have to look for innovative ways to extend the reach of the brand, and we have to look at personalized spaces where we know our reader is spending a lot of time.”

On top of building rapport with readers, the Recipe Saver widget is expected to help Meredith with future marketing efforts by requesting user registration when saving recipes.

“We look at this as a brand extension, so we can get scale and monetize that user,” Hickey noted. “In the future, we see our brands more reaching that fragmented audience and if we can distribute content with monetization and register users and create that experience, we see it as a way of reaching scale without relying solely on destination sites. It helps the brand become more portable.”

Recipe Saver will be promoted on, as well as through Meredith's food-focused and BHG-branded e-newsletters. Hickey said he is aiming for 1 million users within Recipe Saver's first year.

BHG has partnered with Qponix to allow BHG advertising partners in the grocery and consumer packaged goods industry to place coupons and recipes in the Recipe Saver. At least 20 such coupons should be available at the tool's launch.

An iPhone version of Recipe Saver, which will allow users to scan mobile coupons while inside the grocery store, is slated for release in the first quarter of next year. Meredith also is planning to launch niche versions of Recipe Saver for its other core audience groups, like parents.

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above