• by OMMA Magazine Writers , September 15, 2009

Instead of repurposing magazine content - And possibly cannibalizing print sales - Meredith Corp. created a standalone social site to let home chefs shine by exchanging recipes and photos, planning parties, entering contests and communicating via message boards. On the back end, a matching algorithm recommends groups and recipes based on user-registration information and behavior, delivering a customized experience to each. Since its January 2009 launch, more than 16,000 recipes have been added, while the site gives advertisers and marketers unique opportunities to target consumers.

Meredith Corp.: Heather Morgan Shott, Interactive Senior Food Editor; Diane Starkey, Art Director; Marie Elizabeth Oliver, Associate Food Editor; Doug Crichton, Editorial Director, Special Interest Media.