Hidden within many publishing businesses are treasure troves of content that lie unused or are simply ignored. Whether it’s Cigar Afficionado videoing (as well as interviewing) front cover stars or New York magazine publishing a book about New York through Simon & Schuster, there are numerous ways publishers can tap into dormant content and resurrect it.
Below are a few examples of publishers creating new business in simple and efficient ways by repurposing content across the print and digital divide.
AllRecipes.com reverse-engineers its digital version into a magazine with a rate base of 1.4 million
Most repurposing involves offline material converted into online content, but AllRecipes.com has had success doing just the opposite with its online-to-offline publishing strategy. The 20-year-old website began as an array of online recipe hubs, initially known as CookieRecipe.com, and ultimately consolidated into AllRecipes.com. Its digital version has seen rapid growth, and now receives 80 million monthly users and 1.5 billion annual visits.
“Given the success of Allrecipes.com, the largest food site in the world, we knew there would be an appetite for a reverse-engineered, digital-to-print extension of the brand,” says Doug Olson, president and general manager of Meredith Magazines. “Newsstand testing in the spring of 2013 yielded 400,000 subscriptions in just two weeks.”
AllRecipes.com released the magazine, and has since increased its rate base seven times, to the current base of 1.4 million. And even though most of the print content is available for free online, consumers are still willing to pay.
Its digital site gives in-depth information about what consumers search for, what recipes they save, what they share. Other magazines can use similar data, even if from a more limited scope, to help match their publications with consumer interests.