Scripps Networks has acquired Recipezaar.com, a user-generated recipe and community site featuring more than 230,000 recipes. The acquisition is part of Scripps Networksâ€™ strategy to aggressively move its online business beyond extensions of its TV networks to become multi-branded, user-centric applications, creating communities of online consumers with shared passions.
Founded in 1999 by former Microsoft employees Gay Gilmore and Troy Hakala, Recipezaar recorded 2.3 million unique visitors in June. The site is built on an internally developed, proprietary software enabling user submission and community functionality, parsing and tagging. As a result, Recipezaar provides food enthusiasts an intuitive browsing tool, powerful search capabilities, and personalized features including â€œMy Cookbook,â€ â€œMy Grocery List,â€ and recipe ratings and suggestions.
Recipezaar will operate as a stand-alone brand within Scripps Networksâ€™ online properties, functioning separate from, but as a complement to FoodNetwork.com, according to Deanna Brown, president of Scripps Networks Interactive Group. The combination of FoodNetwork.com and Recipezaar.com will increase unduplicated audience share to 19 percent, securing a dominant position in the food category over the long term, Brown added. [Read more…]
Originally posted on July 19, 2007 @ 8:30 am