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Allrecipes Claims Powerhouse Status As #1 Food Site in Competitive Online Food Category

November 11, 2008

SEATTLE, Wash., Nov. 11 /PRNewswire/ — More Americans than ever are turning to online social networks for food solutions that meet their economic needs. Challenged by rising food costs and tightening food budgets, consumers are increasingly cooking at home and turning to peers online for family-friendly, affordable meal solutions — behaviors expected to continue into 2009. Confirming these lifestyle shifts, Allrecipes.com, the original and largest food-based community Web site, today announced it has eclipsed all competitors to claim the number-one position among food sites.

According to comScore Media Metrix, Allrecipes’ unique visitors reached 8.4 million in the month of October, propelling it into the top spot among the crowded online Hobbies/Lifestyle – Food-category. The site is averaging 30 percent year-over-year monthly growth. Allrecipes also increased its advertising revenue by 65 percent year-over-year, outpacing the industry rate of 17.4 percent year-over-year growth (according to eMarketer).

“As consumer habits change in the uncertain economy, the Internet has become the go-to resource where millions of people connect with their peers for timely and relevant inspiration. Vertical social networking communities are ideal for these consumers due to their strong audience and topical focus,” said Lisa Sharples, president, Allrecipes.com. “Allrecipes’ rapid growth is strong evidence of this trend, and drives our mission to provide a worldwide audience of home cooks with a trusted place to share their experiences and express themselves with content that’s important to them.”

“Allrecipes has achieved this strategic milestone by focusing on real needs of home cooks while continuing to innovate in the digital space,” said Suzanne M. Grimes, president, Food & Entertaining @ RDA. “Thanks to Allrecipes’ leadership position, we are uniquely positioned to hear what our company’s vast community of more than 30 million food enthusiasts is saying each month about their needs and what works best for them.”

Reinforcing its leadership role with insights about consumer behavior, Allrecipes also revealed the results of its Holiday Spending Forecast*, which indicate this lifestyle trend is likely to continue into 2009. Among the key findings:

   --  57 percent of respondents plan to have a lower budget for holiday       gifts this year   --  42 percent of respondents anticipate cutting back spending on holiday       entertaining   --  31 percent of respondents plan to make more handmade or home-baked       gifts this year   --  46 percent of respondents plan to reduce holiday food costs by having       guests bring dishes to share (rather than making everything       themselves)   --  24 percent of respondents plan to bake more this year   --  52 percent of respondents will wait for food items for holiday meals       to go on sale before purchasing them   

Allrecipes’ interactive environment, engaged community of active home cooks and authentic, relevant food solutions has helped it surpass all other food sites in user traffic (comScore). Allrecipes’ user-generated, editorially-directed content provides holiday meal ideas, recipe reviews, photographs, advice articles, videos, an interactive users forum and a passionate community that have established the site as the go-to resource for cooking and entertaining ideas.

The top five food sites for the month of October 2008, according to comScore, are:

   Unique Visitors (in millions)   Rank   Site                  Oct-2007  Sep-2008  Oct-2008  M/M %  Y/Y %   1      Allrecipes.com             7.1       7.1       8.4    18%    19%   2      FoodNetwork.com           10.1       7.4       8.1    10%   -20%   3      About.com Food             6.5       5.2       6.2    19%    -4%   4      Cooks.com                  4.7       4.9       6.1    25%    30%   5      Delish.com                 0.0       0.0       5.2    n/a    n/a    Source: comScore Media Metrix    

* Allrecipes conducted its holiday survey from October 20, 2008, through October 24, 2008, with 1,106 participants, for a margin of error plus or minus four percentage points.

About Allrecipes.com

Allrecipes, the world’s largest, most comprehensive social network of food and entertaining enthusiasts, receives more than 210 million annual visits from users who share and download recipes, reviews, photos, personal profiles, and meal ideas. 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. In 2008, Allrecipes launched localized versions for the United Kingdom and Australia/New Zealand, with France and Germany due by year-end. Allrecipes is part of Food & Entertaining at The Reader’s Digest Association, Inc. For additional information regarding Allrecipes, please visit http://www.allrecipes.com/.

Allrecipes.com

CONTACT: Esmee Williams of Allrecipes.com, +1-206-909-6587,esmee@allrecipes.com, or Katy Lim, +1-323-988-4658, or David Miller,+1-323-988-4689, both of CarryOn Communication, AllRecipes@carryonpr.com, forAllrecipes.com

Web Site: http://www.allrecipes.com/




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