Time Inc. Launches Food Portal

MyRecipes.com Built on Southern Progress Titles and Links to Rivals

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NEW YORK (AdAge.com) -- Time Inc. continued its top-priority expansion into online media today with the introduction of a food portal, MyRecipes.com, from its Southern Progress Corp. division.


The site, the first from a new Southern Progress unit called SPC Digital, lets visitors search 25,000 professionally kitchen-tested recipes and serves the results next to ads, as of this morning, from marketers such as the Las Vegas Wynn and Weber grills.

In gathering recipes from across Southern Progress titles -- Cooking Light, Southern Living, Sunset, Cottage Living and Coastal Living -- the new portal echoes the multimagazine strategy of Time Inc.'s CNNMoney.com and CondeNet's Epicurious.

All-access portal
But the site delivers else something web surfers want: all access, even beyond the publisher's own content. So in addition to recipes from Southern Progress titles, MyRecipes.com offers links to results from AllRecipes (part of the Reader's Digest Association), Kraft Foods, Food Network and Epicurious itself. No doubt Time Inc. is happy to let its web visitors benefit from rivals' content.

"MyRecipes.com is home to Southern Progress Corp.'s vast array of high-quality food and entertaining content, featuring thousands of healthy, quick and delicious solutions," said Michael Gutkowski, senior VP, SPC Digital. "It will also enable our established audiences to interact and share."

Daily programming is already online. Original video, produced by Southern Progress at a studio in its Birmingham, Ala., headquarters, with pre-roll advertising is expected later this summer.

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