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World’s Largest Vertical Social Networking Site Goes International, With Launch of Allrecipes UK and Allrecipes Australia

October 1, 2008

SEATTLE, Oct. 1 /PRNewswire/ — Allrecipes.com, the original and largest food-based vertical social networking community, today announced the launch of new, localized versions for UK and Australia/New Zealand audiences: Allrecipes.co.uk and Allrecipes.com.au. As a Top 10 social networking site (ComScore), Allrecipes.com attracts more than 50 million annual unique visitors–20 percent from outside the United States–who gather on the site to share food experiences through recipes, photos, ratings, profiles, reviews and more.

Building upon this month’s launch of Allrecipes UK and Allrecipes Australia, Allrecipes will roll out country-specific versions for France and Germany by the end of 2008. Two more localized versions are planned for release by summer 2009.

The new versions are the only local sites providing a complete range of exciting, user-generated content for everyday home cooks. The international versions are translated into local languages, ingredients and measures, and feature content (recipes, ratings and reviews, photos and profiles) created by in-country member audiences.

With rapid 25 percent year-over-year growth (ComScore), Allrecipes is one of the first vertical social networking sites to expand internationally. Recognizing the universal appeal of food and the rapid world-wide growth of social networking, Allrecipes’ new international versions build on its highly successful platform while leveraging its parent company’s, The Reader’s Digest Association, Inc., marketing muscle and global presence. The new, localized versions of Allrecipes also offer multinational food brands a dynamic advertising vehicle to reach key audiences worldwide by partnering with a trusted source.

“As social networking evolves, people are seeking dedicated communities to help them connect and share their common passions and needs with other like-minded individuals,” said Lisa Sharples, president, Allrecipes.com. “The rapid growth of Allrecipes in the U.S. is strong evidence of this trend, and our international expansion expresses our global vision to provide a worldwide audience of home cooks with places to share their experiences and express themselves with content that’s important to them.”

“Allrecipes is a proven success in the U.S. with a flexible and appealing model that will adapt well in other markets,” said Suzanne M. Grimes, president, Food & Entertaining @RDA. “This significant strategic expansion of Allrecipes is at the heart of the company’s vision, as we look to create multiplatform global communities around our branded content.”

Since being founded in 1997 by a group of cultural anthropology graduate students, Allrecipes has leveraged its technological platform to create a dynamic online community where passionate members share their food ideas and experiences through recipes, reviews, photos and more. Allrecipes’ innovative technologies and expansive UGC database of member-shared resources enable like-minded people with similar interests and passions to congregate and form a rich, interactive community for sharing and conversations centered on food and families.

About Allrecipes.com

Founded in 1997, Allrecipes is the world’s preeminent food-based social network allowing 50 million cooks annually to discover and share food ideas through recipes, reviews, photos, and personal profiles. For more than 11 years, the Seattle-based site has served as a dynamic, indispensable resource for cooks of all skill levels seeking trusted recipes, entertaining ideas, everyday and holiday meal solutions, practical cooking tips and food advice. As the fastest growing independent food Internet site, Allrecipes provides insights into the kitchens and cooking passions of home cooks everywhere. For additional information regarding Allrecipes, please visit http://www.allrecipes.com/.

About The Reader’s Digest Association (RDA)

Allrecipes is part of Food & Entertaining @RDA – the first and only media community designed to unify the voices and experiences of everyday cooks and home entertainers. In addition to Allrecipes, Food & Entertaining @RDA encompasses: Every Day with Rachael Ray – one of the fastest growing magazines in history that spawned a new food-lifestyle category and Taste of Home – the largest food magazine in America – and its portfolio of assets including print, online, experiential and marketing. The Reader’s Digest Association, Inc., is a global multi-brand media and marketing company that educates, entertains and connects audiences around the world. Its global headquarters are in Pleasantville, N.Y.

Allrecipes.com

CONTACT: Esmee Williams of Allrecipes.com, +1-206-436-7416,esmee@allrecipes.com; or Katy Lim, +1-323-988-4658, or David Miller,+1-323.988.4689, AllRecipes@carryonpr.com, both of CarryOn Communication forAllrecipes.com

Web Site: http://allrecipes.co.uk/http://allrecipes.com.au/http://www.allrecipes.com/




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