Scripps Networks, which produces lifestyle content, has acquired Recipezaar, a user-generated recipe and community site featuring more than 230,000 recipes. The acquisition is reportedly part of Scripps Networks' strategy to aggressively move its online business beyond extensions of its TV networks to become multi-branded, user-centric applications, creating communities of online consumers with shared passions.
A division of The E.W. Scripps Company, Scripps Networks brands include HGTV, Food Network, DIY Network, FINE LIVING TV Network and Great American Country. Additionally, Scripps produces online presences for these products including HGTV.com, DIYnetwork.com, and FoodNetwork.com.
Founded in 1999 by former Microsoft employees Gay Gilmore and Troy Hakala, Recipezaar recorded 2.3 million unique visitors in June. The site is built on an internally-developed, proprietary software enabling user submission and community functionality, parsing and tagging. Recipezaar will operate as a stand-alone brand within Scripps Networks' online properties, functioning separate from, but as a complement to FoodNetwork.com, according to Deanna Brown, president of Scripps Networks Interactive Group.
Recipezaar and its personnel will continue to operate out of Seattle, with Gilmore serving as vice president within the Scripps Networks Interactive Group and Hakala taking on the role of vice president, technology development.