Meredith Corp.’s EatingWell and Allrecipes magazines are printing their largest issues ever this winter, due to an increase in total ad pages in the editions.
Compared to the same issue last year, EatingWell’s November/December 2016 issue, which hit newsstands October 25, had its number of ad pages increase by 58%.
Total ad pages for EatingWell were up more than 40% this year, compared to 2015.
The Allrecipes December/January 2017 issue, which hits newsstands on November 29, had a total advertising increase of 22%, compared to last year.
Overall, total advertising pages in Allrecipes grew by 13% in 2016.
The EatingWell issue includes more than 50 advertisers, including AstraZeneca, Domino Sugar, Eden Foods, KerryGold, McCormick, Purina and Reynolds.
The issue’s cover also features a POM Wonderful high-impact native cover unit spread. This year, three out of six EatingWell covers featured such ads.
A Meredith spokesperson said as healthy becomes “the new mainstream,” EatingWell has attracted advertisers looking to reach consumers who value healthy eating.
The Allrecipes issue counts 13 advertisers, including ACH Foods, Alexia, American Sugar, Barilla, Eli Lilly, Johnsonville, Kraft, Panasonic, Reynolds, Synder's-Lance and Tyson. It also features two custom high-impact units for Swanson and Walmart.
The Meredith spokesperson attributed the brand’s attractiveness to advertisers to its “growing appeal to the food-obsessed millennial audience.” Some 37% of Allrecipes’ audience are consumers born between 1977-1994.EatingWell and Allrecipes publish six times a year. Launched in 1990, EatingWell has a rate base of one million and an audience of 6.2 million readers. Allrecipes, which launched in 2013, has a rate base of 1.3 million and reaches an audience of 7.6 million.