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Meredith: First a Social Net, Then a Magazine

  • Folio, Wednesday, June 24, 2009 9:45 AM
Magazine publisher Meredith has been pretty happy with user participation in Mixingbowl.com, its food-focused social media site. So happy the company is launching a print magazine extension of the Mixingbowl online network.

Meredith sees Mixing Bowl, the magazine, as a "companion publication" bto the site, which was created in January. The site has roughly 16,000 registered members, with 300 to 400 signing up per day, according to the publisher.

The magazine is available in major supermarkets and bookstores nationwide, carrying an initial distribution of 260,000 and a $4.99 cover price. A second issue is planned for January. "We saw this as a unique newsstand opportunity, as well as a tradition advertising vehicle," Meredith executive Jeff Myers says. There was no attempt to sell advertisers into the launch issue. "We saw this issue as something that would serve the community and enhance engagement," he says.

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