14 DAY TRIAL // Microsoft, via MSN, has debuted a new initiative designed to marry food and popular culture. The recipe cooked together with Hearst Magazines Digital Media has resulted in Delish.com, an online destination synonymous with heaven for every gourmand. Launched under the MSN brand umbrella, Delish is live as of today, September 23, and Microsoft already estimates that the traffic drawn to the website will boost the food dedicated hotspot among the top 10 online “kitchens” worldwide.
“The combination of the reach of MSN and the brand integrity and programming depth of Hearst is a competitive powerhouse that exponentially delivers on MSN and Hearst’s commitment to the food category. Consumers and advertisers on Delish.com will be able to choose from a wide variety of content that integrates food and entertainment in a personal and socially relevant way that has not been done before,” explained Sandy Henson, senior director, MSN Health and Lifestyles.
For Microsoft, Delish represents more than a simple expansion of its MSN brand. The Redmond company will also serve as the exclusive advertising provider for the new online food destination via Microsoft Advertising. Moreover, because of the deal inked with Hearst Magazines Digital Media, Microsoft Advertising will also sell ad space on its partner’s online properties, including: Countryliving.com, Goodhousekeeping.com, Quickandsimple.com and Redbookmag.com. Essentially, Delish is built as a combination of food, entertainment, popular culture, recipe database, and video content repository.
“Delish.com is very serious about the subject of food, but our writers, bloggers and overall editorial slant also look at the cultural and whimsical side of what we’re all eating,” said Chuck Cordray, vice president and general manager of Hearst Magazines Digital Media. “Together with MSN, we developed Delish.com to go way beyond a typical recipe site. We are confident that consumers will come to us for both information and entertainment.”