Meredith has named Stan Pavlovsky senior vice president of Meredith National Media Group and president of Allrecipes.com. Pavlovsky is succeeding Lisa Sharples, who is leaving to pursue personal interests.

Sharples had been with Allrecipes.com for the past six years.

“Stan has the ultimate combination of marketing savvy, digital prowess and e-commerce experience to lead Allrecipes.com to the next level,” Liz Schimel, Meredith’s executive vice president and chief digital officer, said in a statement. “We’re thrilled to have him join our team. Additionally, we would like to thank Lisa Sharples for the incredible work she has done building Allrecipes.com into the powerhouse brand it is today. We wish her the very best in her next endeavor.”

Meredith is raiding Reader’s Digest Association (RDA) for the second time in the past four months, this time for AllRecipes.com, which as been for sale since December. In early October, Meredith acquired Every Day with Rachael Ray from RDA.

By adding the site, Meredith is giving its web presence quite a boost. “The acquisition of Allrecipes.com, the market leader in the digital food space, significantly enhances our leading consumer and advertiser proposition,” said Meredith’s CEO, Steve Lacy. “It more than doubles the scale of the Meredith Women’s Digital Network, and is expected to drive incremental revenue and profit growth, adding to our already strong free cash flow over time.”

When the sale was announced, some speculated that RDA would end up getting less than $200 million, which was less than RDA had hoped for. That prediction was right on, as Meredith has purchased the site for $175 million.

In late October, Reader’s Digest Association (RDA) sold Every Day with Rachael Ray to Meredith, and within a week, announced that it was putting AllRecipes.com on the block.

At the time, Robert Guth, RDA’s CEO, said the company decided to sell the popular site as a “commitment to enhancing shareholder value and sharpening our strategic and financial focus on our core master brands.” However, rumors are that potential buyers for AllRecipes are eyeing the site for a lot less than most thought.

According to the New York Post, the lead candidates to buy AllRecipes are Meredith, Scripps Network and Amazon. Each is allegedly hoping to get the food site for less than $200 million. We’re not sure exactly how much analysts think AllRecipes is worth, but that seems about right to us. It’s a popular site; but a limited one. Stay tuned for more, the site is a nice brand to have, so we’re sure it’ll be sold soon.