CATEGORIES
- NYC COVERAGE
- WEB STARTUPS
- WEB NEWS
- CONFERENCES
- WEB TECH JOBS
- VENTURE CAPITAL
- MICROSOFT
- INTERVIEWS
- ADVERTISING
- VIDEO
- ALL TOPICS
- ALL COMPANIES
CONTRIBUTORS
- ADRIAN CHAN
- ALICIA NAVARRO
- ALLEN STERN
- CORSIN CAMICHEL
- DRAMA 2.0
- DARREN HERMAN
- HANK WILLIAMS
- MARK DAVIS
- RICK TUROCZY
- SANFORD DICKERT
- SHANNON CLARK
- Comment on YouTube Down by DVS01
- Comment on Twitter COO Costolo: Advertising Coming To Twitter Soon by Satoshi Nakajima
- Comment on Twitter COO Costolo: Advertising Coming To Twitter Soon by OMG Stop the Web! Twitter is gonna run ads ? and Scoble says you?ll love it
- Comment on What?s Up With Yahoo Mail Delivery? by MJ
Scripps Networks Controls 25% of Food & Cooking Web Site Traffic
Scripps Networks has published some metrics from Nielsen Online today showing that they reach 25 percent of the Food & Cooking category meaning one in every four online users looking for food-related information came to one of the Scripps Networks sites. Most of the traffic goes to Food Network and the recently acquired RecipeZaar.
Scripps Networks set a new record for online audience numbers in the Nielsen Online Food & Cooking category with more than 12.6 million unique users visiting the site in Dec. 2007.
I believe that the success of Food Networks Web site lies in their ability to convert TV traffic into Web traffic. A person watches their favorite celebrity chef on TV make a fab meal and the person then hops onto the Web site to print out the recipe. Are there any other categories that can drive this direct TV-to-Web type of traffic?
Check out some of the other food Web sites we’ve covered: Yahoo Food, RecipeMatcher, Snacksby and Foodieview.
On a side note, I had the chance to spend a few days on the set of Rachael Ray’s 30 Minute Meals. She’s an absolute talent. Not one retake, a funny person, very bright, can improvise anything and her success is due to her hard work. Here’s a photo from my time on the set :)
Allen,
They may get good traffic and conversion, but they’ve really dumbed things down over there. And at least your friend, Raytard, as she is affectionately known has other talents, because she can’t cook.
CenterNetworks on the other hand is great!
Thanks for those interesting numbers Allen.
We run a food and dining social network called FriendsEAT.com. We are startup in a similar space as Scripps. It should be no surprise to anyone that TV traffic bring web traffic. It’s like free 24 hours a day advertising on your site. On Food Net there is a kind of celebrity chef following. As the warren above said he didn’t care for Rachel Ray while I am sure he is a fan of Giada or one of the other colorful character on the Network.
To us at FriendsEAT.com it amazes us at the amount of money “Brick & Mortar” firms pay for an online presence. Zagat who is recently on sale block($200 million) spent $27+ million on their website. That’s amazing to a startup like ours who just got a few developers together and our registered usership is over 30,000 and we’ve only been around for 8 months.
My advice for any of these big guys looking to create a web identity is :
Create a team that love the product
Release early
Test
Listen to your users
Release frequently
PS We are a NY-based startup and our Quantscore traffic is higher then RecipeMatcher, Snacksby and Foodieview combined. But we are fans of all 3 sites.