plan. discover. share.

Allrecipes.com is the
largest, most trusted
community-driven website
where women connect with their peers and
share their love of cooking, family and food.
TWO OF THE MOST INFLUENTIAL MEDIA PHENOMENA'S TODAY:

Online Social Networking

Where like-minded consumers connect, not just to socialize,
but to find and share opinions on products and services.

77%
of online
shoppers read
consumer
products reviews
and ratings
before making
a purchase* of frequent social
networkers trust
their peers' opinions
when making a
major purchase
decision—three
times the trust level

30% for ads*

* Jupiter Research, January 2007 “Social Networking Sites:

Defining Advertising Opportunities in a Competitive Landscape”
TWO OF THE MOST INFLUENTIAL MEDIA PHENOMENA'S TODAY:

User Generated Content (UGC)

Rather than just consuming media, consumers are creating it—sharing talents and
experiences via many forms of original content…even their own version of brand ads…
what started very broad is now moving into passion areas.

77 million 64 million 1out of 3

Americans consumed UGC participated in creating and Internet users takes advantage
online in 2006* posting that content* of a UGC site to help make
purchase decisions*

*Jupiter, March 2007 Study

FOOD

America’s Fascination It’s only natural that

one of the web’s
with Food largest communities
is centered on
Food/Cooking is one of the most popular passion areas
on the internet—especially among women 25-54* cooking.

50%
of internet users
are looking for
food and cooking
information online*

* Jupiter Research 3/2007; New York Times 6/2007

In a Class by Itself
Allrecipes.com pioneered the online community food space. Today it is the largest destination
for women to connect with their peers to share their love of cooking, family and food.

Unedited Edited The Ideal Mix

+ =
Environments Environment Vast user content with
strong quality control;
Content quantity editor-dictated content
reflects how people
precedes quality. with no Interactive
live and cook.
Built to drive search elements. Minimal
engine footprint. YOY traffic growth.
A STEP AHEAD

Powerful Consumer Force

Allrecipes delivers a massive audience as more and more
women discover and share the power of community.

Monthly Audience (12 mo average)* 80

million 5.5
PAGE VIEWS
million
2.5 UNIQUE
VISITORS
million
MEMBERS
9+
1.7 minutes
visits PER VISITOR

PER PERSON

*Media Metrix, Traffic based on 12 month averages, 9/06-8/07

Rapid, Sustained Growth
Double-digit organic traffic growth for past 3+ years! Traffic peaks align with holiday planning,
shopping and entertaining.
12

11
Unique Visitors (in millions)

10

1 2000 2001 2002 2003 2004 2005 2006 2007

0
FEB

MAY

AUG

NOV

FEB

MAY

AUG

NOV

FEB

MAY

AUG

NOV

FEB

MAY

AUG

NOV

FEB

MAY

AUG

NOV

FEB

MAY

AUG

NOV

FEB

MAY

AUG

NOV

FEB

MAY

AUG
Source: Internal Log Files
REACHING FAMILY GATEKEEPERS

Engaged Users are Action Takers

Allrecipes.com attracts the most involved, influential women on the web—they stay longer,
and actively submit, review and forward media.

Over 2,500,000 members

Over 500,000 recipes emailed to friends/mo
Over 140,000 public and private recipes
Over 40,000 photos and 30,000 profiles
9 out of 10 visitors would refer Allrecipes.com to a friend
EST
HIGH G
AMON OD 9.2 minutes avg. monthly visit
10 FO *
TOP
SITES
WE B
Passionate Community
+ Shared Experiences

Massive Influence

* Media Metrix, August 2007

A STEP AHEAD

Rating and Reviews:

The Ultimate User Involvement
The willingness of Allrecipes.com audience to share their ideas and experiences through reviews
speaks volumes about their personal stake in the site.

★ People actually talk about specific

products they used in recipes
★ 20K new reviews posted each week
★ Over 1,500,000 million ratings and
reviews; 3,000 recipes with 500+
reviews
★ Cooks use reviews to share their
tweaks and variations (“wiki-cooking”)
★ 90% say reviews are critical in
deciding to prepare a certain dish*

*iPerceptions
ALLRECIPES.COM

Simple, Accessible, Real

Allrecipes makes consumers lives easier by removing the guesswork from food planning and preparation.

Recipes
• Designed for any level cook
• Scaleable
• Nutrition information

Reviews and Ratings

• Our #1 feature

Search
• Quick, advanced or by ingredient

Profiles
• Real cooks

Recipe Box
• Store public and private recipes
 Allrecipes.com reaches the most
sought after group of women.
Those who value food as a way to
connect with family and friends.
connect with family and friends.
 Monthly Unique Visitors*
(in millions)

1
5
AL
L R
EC
IP
ES
SIZE AND SCALE

AO
L

* Media Metrix, August 2007

H
om
e
+
Fo
od

Ya
ho
o
Fo
od

B
H
G

O
pr
ah
. co
m
M
ar
t ha
St
iV ew
ill
a ar
The Destination for Women

C ge t
oo
ki H
Li n om
Allrecipes delivers more women than other leading lifestyle brands.

vi g
L e
+ ng ig &
M + h Fo
yR C t +
o
ec a S
od
ip sta ou
es l th
C Liv ern
om in
bi g
ne
d
Ep
ic
ur
io
us
.c
om
REACHING FAMILY GATEKEEPERS

Successful,
Working Women
77% female
75% married
63% 25-54 years old
$72K median HHI
64% work outside home
79% attended college
79% home ownership

Source: @Plan Fall 2007 Release

REACHING FAMILY GATEKEEPERS

A Window into
American Kitchens
82% seek food and recipe information online/mo; 29% daily

79% are primary grocery decision makers

63% more likely to recommend food/beverage products

to their peers

64% prepare 5+ dinners/week

64% frequently entertain family & friends in home

54% visit supermarket within 48 hours of site visit

60% use printed recipes as shopping guides

4pm pm traffic spike - as cooks plan that night’s meal

Source: @Plan Fall 2007 Release

REACHING FAMILY GATEKEEPERS

One Valued Community Attracts Another

Leading consumer brands are already taking advantage of the high-quality environment and
audience delivered by Allrecipes.com

PACKAGED GOODS BEVERAGE ENTERTAINMENT ELECTRONICS

• Bird’s Eye • Coca Cola • Disney • Best Buy
• Campbell’s • Anheuser-Busch • Fox Studios • Radio Shack
• Con Agra • Brown Forman • MGM • Verizon Wireless
• Dole Foods • TBS • Hewlett-Packard
GROCERY
• General Mills HOUSEHOLD CARE/
• Albertsons FINANCE
• Hormel Foods BEAUTY/APPAREL
• Target • Visa
• Jimmy Dean • Unilever-Dove
• Wal-Mart • Discover
• Kellogg’s • Proctor and Gamble
• Safeway
• Kraft Foods • Clorox AUTOMOTIVE
• Whole Foods
• Land O’Lakes • Macy’s • Hyundai
• McCormick & Company HOME • Victoria’s Secret • Nissan
• Frigidaire • General Motors
• Nestle PHARMACEUTICAL
• KitchenAid • Infinity
• Quaker • Bayer
• Rubbermaid • Kia
• Sara Lee • Merck
• SC Johnson
• Tyson Foods • Pfizer
• Hefty
 Make your brand
part of the experience
MAKE YOUR BRAND PART OF THE EXPERIENCE

Allrecipes.com offers customized,

integrated advertising programs
that leverage the power of our
community to drive preference
and consumption for your brand.

Show examples?
MAKE YOUR BRAND PART OF THE CONVERSATION

Place Your Brand

on the Web’s
Community Table
Engage the influencers through highly
strategic, integrated media programs
that deliver tangible results.

• Highly customized programs

• Contextually relevant,
multi-tiered sponsorships
• Topical content packages
• Powerful, high impact media placements
 What we are
serving up for you…
 TRUE AUTHENTIC
SCALE CREDIBLE
The first and largest COMMUNITY Collective wisdom Created by and for
social network for recipes, reviews, of a huge fan base, women. Allrecipes
everyday cooking photos and more, brand partners, reflects how we live,
submitted by editorial experts shop, cook and
peers entertain

UNMATCHED GROWN
INVITING
FEATURES Site’s conversational “ORGANICALLY”
best-of-breed nature provides 9 out of 10 would
user interface, sense of ownership recommend
navigation and and belonging site to friend
search tools