• Adweek, Tuesday, October 14, 2008 12 PM

Another day, another social network launching online. But this one is different--at least for Meredith Corp., owner of titles such as Better Homes and Gardens and Parents. The site, MixingBowl.com, represents the company's first attempt to launch a content site that focuses on a topic--in this case food--but is not associated with any existing print title.

The site, slated for a November launch, provides a place for cooking enthusiasts to share recipes and thoughts on food. It will also allow marketers to "get closer to consumers" by starting their own groups, essentially becoming just another user.

"With the branded sites--all the different needs people come to us for, creating a very pure environment that looks and feels like it's built for the consumer--that kind of authenticity of intent is necessary," said Dan Hickey, Meredith's vice president, digital content. Mixingbowl, by contrast, is "really about the world of peer-to-peer recipes. It's a social network around meals and meal planning."

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