Though readers and critics appreciated the quality food coverage in Gourmet’s print edition, even that quality doesn’t seem to have attracted them to engage strongly with Gourmet’s efforts to innovate online under that brand. The magazines face similar challenges in making digital content unique and appealing for an audience that is at once similar to and different from the audience they reached in print. Food content and news content are both now widely available, often in more intriguing and attractive forms, like searchable, customizable aggregation websites and a wide variety of innovative apps. Though a newsmagazine and a food magazine differ, Gourmet’s somewhat lackluster transition into these digital formats is relevant to Newsweek’s possible fate. Gourmet fans might wonder if endlessly recycled archival material in various formats will be all the brand represents in the future. Is Condé Nast satisfied with the digital reincarnation of Gourmet as it exists today? There are still quite a few people using the app and websites, but these products aren’t especially intriguing, especially if a new reader has no special allegiance to the Gourmet brand. The Facebook fans represent only 10 percent of the print circulation the magazine boasted. There aren’t immediately apparent connections to the Gourmet Live app. With more than 99,000 fans, there is plenty of activity on this page, with posts of archival material from the magazine, the occasional mention of new Gourmet Live material, and promotions of the seasonal special print editions of Gourmet. Gourmet’s Facebook page is a more vibrant place. For sites created by a major publisher with such a well-known brand, and the Gourmet Live website feel much less dynamic and intriguing than the sites of many independent food bloggers. There’s a basic commenting feature that’s little used. Yet there seems to be little opportunity to interact with or engage with the sites. The number of visits to each of these sites demonstrates the residual strength of the Gourmet brand. (Many visitors probably find the sites through searches for “Gourmet magazine recipes Thanksgiving” or similar terms, based on auto-completions Google suggested.) These numbers are miniscule compared to the site metrics for Bon Appétit and for Condé Nast’s Epicurious recipe site. , which mostly contains Gourmet Live content and magazine archival content, had over 1.6 million page views in September 2012. The Gourmet Live website’s media kit states that the website receives an average of over half a million unique visitors per month. These sites may be more successful than the app. The content of the app - a weekly installment of articles and recipes - appears to be duplicated in installments on the Gourmet Live website (which itself looks like a relatively simple blog) and on.
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