Food Network has found the recipe for double-digit revenue increases during one of the harshest first quarters for media companies in recent memory, Advertising Age reports. Turns out it’s guacamole. FoodNetwork.com saw a 44% spike in ad revenue in January, in large part due to viewers seeking recipes for the Super Bowl snack. The online property brings in 7% to 8% of the company’s annual revenue, a number that dwarfs that of most competitors.
A re-engineered content offering that’s part programming, part recipe portal has helped the user base grow from 3 million unique users in July 2007 to 11.3 million in in January. "Being in tune with the consumer palette [sic] allows us to think smartly about what people are thinking about on a day-to-day, week-to-week basis," Food Network’s parent company president said.