How Condé Nast's Food Innovation Group Plans to Take Over the 'Food Internet'

Condé Nast's Food Innovation Group dominated 2016 in all of those areas: food, innovation and groups. FIG houses Bon Appétit (the magazine and multiple digital platforms), Epicurious (the website and app), The Farm (the branded content division), and the FIG Influencers Network (the blog connection). All of these have seen growth in 2016, and it's in large part due to the company's embrace of digital content and culture. Video revenue, for example, grew more than 100 percent year-over-year, while overall revenue was up 10 percent. "We had great talent, and we wanted to be digital first," said Pamela Drucker Mann, the CRO for FIG. "In this way, we're able to sell to advertisers all as one package, as one group." "Advertisers get what they need in a streamlined way," she said. "And the KPI [key performance indicator] is a homerun." People are looking for content in multiple places, Drucker Mann explained, so FIG became a solutions-oriented group that provides "the most innovative food content in the world" for advertisers to be a part of. FIG's video and social performance has been a major push behind the overall growth this year. In fact, according to FIG, Epicurious and Bon Appétit's Facebook posts are seeing a noticable uptick in reach this quarter.  In October, total FIG traffic grew 37 percent year over year, topping 55 million unique visitors—more growth than Time Inc.'s My Recipes, the Food Network sites, BuzzFeed, Meredith's All Recipes, Vox Media... Continue reading at 'AdWeek'

[ AdWeek | 2016-12-15 00:00:00 UTC ]

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