Ms. Drucker Mann described her relationship to the brands
beneath her, and the relationship among these brands, this way:
"It's like my kids. They're directly tied to me. But they're
independent people."
Mr. Rapoport credited Ms. Drucker Mann for the success of the
Food Innovation Group, the blending of Bon Appétit, the
Shopper's Network and Epicurious -- or, Epi, as Ms. Drucker Man
called it -- in fall of 2014 for sales and marketing purposes. The
project was hers, and she had a lot of skin in the game. "This
could have gone disastrously wrong," Mr. Rapoport said.
But the early returns are positive. The group's revenue has
increased 80% between 2011 and 2015, according to the company. Last
year alone, group revenue rose 21% and Bon Appétit revenue
grew 16%.
By combining properties, Ms. Drucker Mann has been able to
create the scale that advertisers crave. For his part, Mr. Rapoport
has been hyperfocused on keeping the print product strong while
trying to experiment digitally and seek new audiences on social
media platforms.
"You want to make sure the brand is consistent across all the
platforms, but within each of those platforms you tailor your
content to its demands," he said. There's also a more practical
challenge: "We're being asked to create a lot more content across a
lot more platforms while still making a magazine every month," Mr.
Rapoport added.
On Bon Appétit's platforms, "everything has voice and
personality," he said.
Last year, the combined Bon Appétit and Epicurious were
able to increase their desktop and mobile audiences by 6.4% and
81.6%, respectively, according to the December 2015 Magazine Media
360⁰ report.
Mr. Rapoport said that Bon Appétit got out ahead of the
competition on podcasts, and has gained a lot of momentum in the
burgeoning medium.
Looking ahead, both Mr. Rapoport and Ms. Drucker Mann singled
out video as a high priority. "It's all about video," Mr. Rapoport
said. "I think we're off to a good start. We have good momentum. We
know what we want to do. But we have to follow through with
it."
Perhaps taking a page from Ms. Drucker Mann's book, he added: "I
want to make it a strong business for us, not just a cool creative
move."
Ms. Drucker Mann, who wants "to own the food video space,"
including branded video, credited Condé Nast with giving her
a chance to innovate. "We were given this runway to try new things
even at a company that's been around a long time," she said. "And
because of that we've been able to attract all kinds of new talent
and to do things that weren't necessarily formulaic. And because of
that we've been able to do well. We've been able to have a
tremendous year."
Mr. Rapoport, when asked about the competitive food content
space, said he's not externally focused. "You're competing against
yourself," he said. "The challenge is to push ourselves every
month."