iVillage continues it relaunch today with the debut of its new food site, ivillage.com/food, which is specifically targeted at women on-the-go. The site will contain blogs, recipes, photos and video content, including day-after reviews of Bravo’s “Top Chef” and talent including Gail Simmons and restaurateur Donatella Arpaia.
The site is also partnering with Time Inc. titles such as Real Simple, Cooking Light and Southern Living, through MyRecipes.com. The deal marks the first time Time Inc. has shared its recipes with an outside company. And iVillage has lined up McCormick as launch advertiser. “McCormick is a brand women trust for all of their cooking needs, and we are thrilled to have a digital partner like iVillage Food to extend our brand online to a key target audience for us,” said Laurie Harrsen, director of consumer communications.
This story first appeared in the November 13, 2009 issue of WWD. Subscribe Today.
iVillage will continue its relaunch next month with its astrology debut, followed by health, beauty and family throughout the first half of next year.