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The New Sweet Spot: Portals & Programming

5 May, 06:36 AM

The Food Network has found the recipe for success. Understand the palette of the customer and be flexible enough to give them what they crave.

What’s recession proof today? For the Food Network – it appears as though they’ve hit the recipe for success. In the midst of an economic crunch – people are eating out less and cooking up their own cheap chic dinners.

In January, the Food Network saw a spike of 44% in online ad revenue – largely due to viewers flocking to the site for Superbowl recipes and menus. Trading take out and table service for people are looking for ways to save money and still dine in style at home.

With what couldn’t have been any more perfect timing – Food Network recently revamped their entire online presence – serving up an portal entree of Food Network programming and recipes with side dishes of food facts and lifestyle tips. Food Network’s ability to stay attune to their audience’s palette on a day-to-day, week-to-week basis allows them to thoughtfully deliver digital content that will satisfy the appetite of their customers.

Since July 2007, the Food Network’s online property has grown by more than 3 million unique users to 11.3 monthly in January 2009. Unlike many other sites that are experiencing growth – one thing the Food Network does know how to do is monetize. According to the VP of Ad Sales for Scripps Networks Interactive, Food Network’s online properties account for 7% to 8% of its annual revenue.

Food Network is definitely a leader in digital content distribution and an innovator in creating a seamless brand experience through portals and programming that reflect the palette of their audience.

Check out the article in AdAge about the Food Network.

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