Food Network owner Scripps Networks has acquired Recipezaar, a Web site featuring consumer-generated recipes and other food community content.
The purchase, for an undisclosed sum, brings not only the 230,000 recipes users have posted to Recipezaar.com but also photos, reviews, member pages, and personalized cookbooks, menus and shopping lists. It also brings a social technology platform that could be adapted to FoodNetwork.com and the Web outlets of Scripps’ other media brands, including HGTV and DIY Network.
“We’ve been the dominant interactive player in the ‘home’ and ‘food’ categories for some time now,” said John Lansing, president of Scripps Networks, a division of E.W. Scripps. “By focusing even more on the consumer and the online user experience — much in the way Recipezaar does — we believe we can broaden our reach and deepen our relationship with the consumer in these categories as well as other aspects of lifestyle. This is a great first step toward our plan to rapidly expand our revenue base from interactive media.”
Founded in 1999 by two Microsoft veterans, Recipezaar.com saw 2.3 million unique visitors last month, Scripps reported. The site will continue to operate separately from FoodNetwork.com.
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