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:
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 Introduces Predictive Marketing Suite

MeritDirect Introduces Predictive Marketing Suite

New solutions include next logical product and customer lookalike modeling. The long-time direct marketing player announces it will open a San Jose office in September.

App of the Week: Refresh

App of the Week: Refresh

Cool or creepy? Refresh provides data that aims to help marketers and salespeople spark relevant in-person customer conversations.

Data Helps Wyndham Hotel Group Deliver a Five-Star Experience

Data Helps Wyndham Hotel Group Deliver a Five-Star ...

The hotel company relies on technology to ensure that its rates and inventory are in sync across platforms.