Get Ready for Dash, a Recession-Friendly Blend of Parade and Gourmet
Megapublisher Conde Nast, in conjunction with sister company and mega-newspaper-inserter Parade, will be launching a cooking publication called Dash, Parade announced today.
The company appears hot on the nascent insert’s revenue prospects; apparently it that there are a lot of women who will read Dash, and act on the ads and coupons it contains. “Dash is designed to complement newspapers’ own food and coupon offerings, and by its distribution, provides advertisers a unique and unduplicated reach: 45 million women read daily newspapers; 81% of them do not read other food magazines,” Parade said in the announcement.
We first caught wind of the forthcoming publication last week, thanks to WWD, but now the Web is aglow with evidence of the real thing, including cover mock-ups and a splash page for the forthcoming website: dashrecipes.com.
The Web version should be ready in September, with print issues to follow in 100 newspapers (for a circulation of around 8 million), starting in February.
Dash will combine original content with material from Parade as well as a Conde’s Bon Appetit, Epicurious and Gourmet. Dash marks the first collaboration between Conde Nast titles and Parade.
To judge from Parade president and CEO Jack Haire’s comments, the resulting magazine will be a recession-friendly and accessible distillation of some of the more highfalutin material typically found in Conde Nast’s pages:
People are rediscovering the joys of eating and entertaining at home. Accordingly, we’ve created Dash to provide readers with simple, budget-conscious recipes that help them put quick and delicious meals on the table every day. Dash fills a timely need for today’s busy lifestyle.
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