'EatingWell' Merges "Cooking Light' Into Jan/Feb Issue, Sees Uptick in Print Ads

Multimedia epicurean brand Eating Well is entering the new year with an enhanced editorial product and an increase in print advertising dollars with its January/February issue.

The latest issue of Eating Well folds fellow healthy-cooking title Cooking Light into its pages as a permanent fixture and introduces two new sections to its restructured lineup. They are:"Dinner Tonight," an easy-cooking guide and menu planner for weeknight meals, and “Good. Food. Fast.,” a regular column with convenient, easy-to-make healthy snack ideas, culled from Cooking Light’s most popular sections. 

The result is a bigger, wider ranging editorial product. Through combining the two titles, EatingWell’s rate base has increased from 1 million to 1.775 million and its frequency increases from six issues a year to 10.

The title has also seen growth in its print and digital advertising over the past year, due in part to the September 2017 appointment of publisher Tiffany Ehasz. 

Over the course of 2018, EatingWell saw its revenue boosted by 14% and its advertising pages increase by 5.3%. The 2019 January/February issue was the most successful in EatingWell’s 25+ year history, with a 37% increase in revenue versus the year prior.

The increase in advertising dollars comes as the title brings in new business from accounts like Tyson, Unilever, Bosch, Tito’s, L’Oreal, KIND and Johnson & Johnson. A diversified revenue mix incorporates new categories like household supplies, pets, DTC and non DTC.

In addition, success in locking in schedules and business through custom native sponsorship opportunities, like “Raise the Salad Bar” and EatingWell’s entertaining-themed program “Gather”, contributed to its revenue increases.

Cooking Light will continue to publish newsstand-only special interest publications ,like Cooking Light All-Time Top-Rated Recipesand the Cooking Light Healthy Eating Guide.

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