NYT Cooking is vibrant source of information about what to cook. The first headline that appears when visiting on Friday was a post titled “What to Cook This Weekend”. Among the selections is a delicious looking crispy parmesan roast chicken with lemon. Detailed preparation instructions follow. Ratings by 1,181 readers show this dish averaged 4 out 5 stars.
NYT Cooking is subscription based. The current offer is unlimited access for $1.25 per week. That includes access to 19,000+ recipes “tested and curated by the experts at The Times, available on every device”. Being New York Times subscribers already, we had access to NYT Cooking included.
Another item is “How to Cook Salmon”, complete with video, a guide to seasonal availability for wild salmon, recommended sauces and how to prepare via grilling vs. stovetop or oven.
2020 Growth in a Challenging Year
NYT Cooking helped home cooks “prepare lunch at home, inspired them with easy baking recipes,and delighted them with amazing slow cooker recipes”. The Times was there to help readers “find joy” in making food and finding new recipes.
The New York Times says NYT Cooking reached 113 million users to its recipes, guides and collections. They say it was a 40% increase year over year. NYT Cooking had 600,000 subscriptions by Q3 2020.
The Times is launching a new ad campaign for NYT Cooking. It started January 13 and runs for eight weeks. Agency Gretel is a collaborator. TV, digital and social media are included in the campaign.
Newspaper companies have long sought to build out digital audiences around food content. Gannett has Grateful. Tribune has “The Daily Meal”, a “foodie” blog.
