AllRecipes’ Measuring Cup Runneth Over

The recipe site AllRecipes.com is leveraging its user logs wisely to promote the brand with press and media buyers alike in its Monthly Measure look at audience trends. Available in an attractive PDF format here, the internal metric shows how recession and tax time hit food hunters in April. Keyword searches on perennial chart-topper “chicken,” for instance, grew 140% year-over-year, while “pasta” was up 210%, and up from #9 to #3. Meanwhile, “ham,” “carrot cake” and “sugar cookies” all slipped off visitors plates and declined. While we are not sure what we ourselves would do with such knowledge, it is a good sign that content providers are recognizing the market and promotional value in their own data. Used wisely, publishers can elevate their brand by becoming a visible resource to press and marketers.