June 9, 2015 Last Updated 10:54 am

Meredith bumps the rate base of Eating Well magazine up to 1M

At the time the publisher bought the title, in 2011, the rate base for Eating Well was set at 350,000

While everyone is focused on major changes to the Apple Newsstand (its mercifully going away in the fall), and the introduction of news apps from Facebook and Apple, it is good to remember that the world of magazine publishing goes on, and in some cases continues to grow.

Meredith today announced that they are increasing the rate base for its title Eating Well to 1 million. The publisher purchased Eating Well in 2011, and a decade ago, when the magazine was still published by Eating Well Inc., the rate base of the title was 200,000. (By the time it was sold to Meredith, it had increased to 350,000.)

Going back to thinking about digital, Eating Well has been able over the past year to grow its digital circulation to just over 10 percent of the total (in its last publishers statement), at least partially thanks to its readership through Next Issue Media, which was over 21K in the Decmeber 2014 statement.

Here is Meredith’s announcement:

NEW YORK and SHELBURNE,Vt. – June 9, 2015Meredith Corporation, the nation’s leading media and marketing company serving 100 million unduplicated women and 60 percent of U.S. Millennial women, announced today that it will increase the ratebase for EatingWell magazine to one million with the July/August 2015 issue. The most recent ratebase increase reflects nearly 200 percent growth since Meredith acquired EatingWell in June 2011.

EatingWell-cover-sm'“Our mission is to provide readers with thought-provoking stories that examine all aspects of food, as well as accessible and nutritious recipes,” said EatingWell Editor-in-Chief Jessie Price. “We’re thrilled at the widespread recognition EatingWell’s content is receiving in terms of readership growth, accolades and partnerships, which all reflect our strong connection with the health-conscious consumer. Our growth across platforms indicates the success of the brand’s multi-faceted approach to sharing better eating choices.”

EatingWell’s articles and books have been recognized as winners and/or finalists for 29 James Beard Awards—the industry’s highest accolade—including a win for “Cabbage Craft” from the March/April 2014 issue in the Home Cooking category this year.

EatingWell has expanded new advertising business with retailers such as Whole Foods, Walmart and Walgreens; and in the Pharma category with advertising agreements with Pfizer, Astra Zeneca and Takeda. EatingWell has also added new business in the Home category with brands such as Sub-Zero and KitchenAid.

“As healthy eating continues to gain momentum in America, more consumers trust the EatingWell brand as the forefront authority on healthy recipes, nutritional advice and wellness information—a space we’ve pioneered for more than 20 years,” said EatingWell Publisher Deirdre Finnegan. “What was once a niche trend is now mainstream, and in response our brand has broken ground with new advertisers whose values align with health-conscious choices.”

Launched in 2002, EatingWell is published six times a year by Meredith Corporation. The brand continues to be a leading source of science-based nutrition advice, delicious, easy and healthy recipes, and useful shopping information, across multiple platforms. In addition to its award-winning flagship bimonthly magazine, EatingWell includes a robust website (www.eatingwell.com), content and brand licensing, custom publishing, and consumer cookbooks and health books. The magazine is also a seven-time winner of the coveted Bert Greene Award, the highest award in magazine journalism given by the International Association of Culinary Professionals (IACP), and was selected to the Advertising Age “A-List” in 2013.

In addition to the growth of EatingWell magazine, the brand has seen a sharp uptick in digital traffic. Eatingwell.com is visited by 4.3 million unique monthly viewers according to comScore, representing over 50 percent growth in the past year. A majority of EatingWell’s digital growth is on mobile devices, with 2.4 million unique viewers visiting EatingWell’s mobile site each month, up over 100 percent from 2014. In addition, EatingWell provides multi-platform content experiences that motivate people to eat better for over 50 licensing partners.

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