According to last week’s article in The New York Times, Condé Nast is teaming up with parent company Advance Publication’s Parade magazine on a new magazine product to be launched.
“Simple. Fast. Delicious.” That’s the motto of the new food title, which Parade Publications plans to introduce as a newspaper magazine supplement and a website under the Dash brand this November. There is no relation to the Mrs. Dash brand of seasonings from Alberto-Culver or the Dash brand of detergent once sold by Procter & Gamble. The new title will run as an insert in 100 newspapers around the US (of the 540 that carry Parade) to reach an estimated circulation of 8 million. Dash will also provide editorial content about food that the participating newspapers can publish in their print or online edition. However, Dash will be inserted to complement food articles (and advertising!) in these papers on the “best food day” issues, in industry parlance, which means it will be on Wednesdays or Thursdays. Parade is distributed each Sunday with those papers as a general interest magazine supplement.
Editorial content will reportedly draw from many of Condé Nast’s existing cooking titles like Bon Appétit, the Epicurious web portal and the archives of Gourmet magazine. The move to food is natural for Parade, since its resident chef columnists, like Bobby Flay, are already among the weekly magazine’s most popular attractions.
The online component that will launch earlier (in September) will be under the dashrecipes.com URL. According to the homepage, Dash intends to become the “ultimate kitchen companion for 36 million monthly readers who need to get meals on the table in a dash!”
Dash will compete for advertisers, and readers, with food magazines; magazines like Family Circle, Good Housekeeping and Woman’s Day, which cover food among myriad subjects, and Relish, which has a monthly frequency.