Reader's Digest Buys Allrecipes.com as Part of New Multichannel Focus

Share this article:
The Reader's Digest Association said last week that it bought Allrecipes.com, an online community food and cooking site, for $66 million. Reader's Digest, Pleasantville, NY, said it would complete the transaction during its fiscal fourth quarter, which ends June 30.


Bill Moore, CEO of the 8-year-old site, will remain and report to Bonnie Bacher, Reader's Digest president of U.S. Magazines in its North America segment.


The acquisition supports Reader's Digest's new strategy of deepening customer relationships built around affinities like food, and reaching new and existing customers through multiple channels, Bacher said in a statement.


The site will act as a portal for Reader's Digest's existing food Web sites that support its magazine properties, Taste of Home and Light & Tasty. The Allrecipes.com sales force will sell Reader's Digest digital advertising related to food, and Reader's Digest cookbooks and magazines will be sold on Allrecipes.com.


Allrecipes.com, Seattle, attracts 6 million unique visitors a month, spiking to 9 million during holiday seasons.


Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Data/Analytics

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Data/Analytics

MeritDirect Opens San Jose Office

MeritDirect Opens San Jose Office

A force in direct mail, the company looks to expand its digital data services with a footprint in Silicon Valley.

Neustar Decides to Hand Data Over to its Clients

Neustar Decides to Hand Data Over to its ...

AK Media Insights Pro turns data over to marketers to create business-specific aggregations, integrate offline efforts, and probe deeper into their sales funnels.

Arthur Hughes, Who Wrote the Book on Database Marketing, Dies at 86

Arthur Hughes, Who Wrote the Book on Database ...

First published in the early days of the Web, Arthur Middleton Hughes's Strategic Database Marketing remains a bible for direct marketers.