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November 02, 2006

Yahoo! Serves Up Food

posted by MR WAVETHEORY at 11/02/2006 10:56:00 AM

Yahoo! Inc. (Nasdaq YHOO) has launched a food site at: food.yahoo.com

The Sunnyvale, Calif., Internet company hopes Yahoo Food's professional and occasionally quirky content -- an original Web series called "Cheap and Easy" will show how to make a meal in five minutes for $5 -- will make it a destination for food lovers, who are an active group online. Rather than build a site from scratch, the company is relying on content from partners like Food & Wine magazine and Martha Stewart Living Omnimedia Inc., along with features from other Yahoo properties such as Yahoo Local and Yahoo Answers.

The space is quite crowded by a great niche:

The field already is crowded with competitors such as the Food Network's Web site, which receives more than six million unique monthly visitors, according to Web-tracking service Nielsen/NetRatings, and CondeNet Inc.'s Epicurious.com, whose features like food and wine dictionaries and videos on subjects such as how to frost a cake make it popular among foodies. CondeNet is the Internet arm of Conde Nast Publications.

The strategy is the partner for content rather than create it:

Yahoo Food plans to compete by pulling together content from across the Web. Instructional video clips, like Martha Stewart demonstrating how to carve a turkey, will appear alongside meal-planning guides as well as professional and user-submitted recipes, ranging from chocolate cavity-maker cupcakes to beef and bean chimichangas.

The stuff on the site looks very tasty. What I like about the site:
  • I was strolling around and really like the feature "Recipes That People Want Now" which has alot of Thanksgiving ideas.
  • The site is nicely integrated with Q&A from Yahoo Answers so you can ask questions like where to buy egg nog icecream.
  • The pictures are nice and big and recipes are cosponsored with the big brands like Kraft.

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