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Cooking Light Magazine Teams Up With Kimpton Hotels

New Partners Offer Discounts, 'Supper Club' Events

By Published on .

NEW YORK (AdAge.com) -- Cooking Light magazine has formed a partnership with Kimpton Hotels & Restaurants capitalizing on a common emphasis on health and wellness. The deal includes discounted room rates for Cooking Light readers and Kimpton venues for Cooking Light "Supper Club" events, but could expand to areas such as integrating Cooking Light advertisers into the hotels' amenity packages.
The partnership between Cooking Light and Kimpton Hotels & Restaurants emphasizes their common goals of health and wellness.
The partnership between Cooking Light and Kimpton Hotels & Restaurants emphasizes their common goals of health and wellness.

Magazines branch out
Magazine brands have moved beyond their pages for years now through brand extensions, outside partnerships and licensing deals. That's become more important, often absolutely necessary, as competition from other media has intensified. But finding the right partner and best play remains a challenge; even Maxim magazine, whose Maxim Prime Steakhouse offers a Maxim Cobb salad, eventually decided its Maxim hair dye wasn't quite on message.

"Kimpton and Cooking Light are both committed to healthy and well-balanced living," said Niki Leondakis, COO of Kimpton. The hotel chain also has a higher percentage of female guests than the industry average, she added; nearly 84% of Cooking Light's readers are women, according to the latest Mediamark Research report.

"A lot of these smaller hotel chains have succeeded in carving out identities and what they are as a brand to maybe a stronger degree than once was," said Chris Allen, senior VP-publisher at Cooking Light, part of Time Inc.'s Southern Progress division. "Hotel chains are more progressive, competitive and fighting for their distinctive place in their industry, just as we are."

Tough times all around
Everyone, of course, is also battling a tough economy. Ad pages at Cooking Light fell 14.4% in the first half, according to the new report from the Publishers Information Bureau. Its average paid circulation increased, however, by 5.2% to 1.8 million in its latest report to the Audit Bureau of Circulations.
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