August 23, 2005

Allrecipes.com Hires Health Magazine Managing Editor Jerry Gulley As Editor-In-Chief

Company Adds New Position to Create Innovative, Cohesive Voice for the World’s Largest Independent Food Site

Seattle, August 23, 2005 — Allrecipes.com, the world’s largest online recipe site for home cooks, has added Jerry Gulley to its executive leadership team as its editor-in-chief. The position is a first for Allrecipes.com. Gulley, formerly the managing editor of Health Magazine, is charged with raising the innovation bar as it relates to the site’s food focused content and feature set, and to create a cohesive voice to Allrecipe.com’s million plus members and more than 15 million annual visitors.

Given Allrecipes.com’s worldwide membership and visitor base, and its content of 28,000 rated recipes and more than 500 expert cooking advice articles; the site in many ways functions as an online version of a huge food and lifestyle publication. Gulley has been brought on board to take that premise to the next level.

Gulley brings a fresh perspective to Allrecipes.com from an award-winning career that spans the culinary, technology and women’s lifestyle publications worlds. He earned his “foodie” stripes as a graduate of The Culinary Institute of America (CIA) in New York. Prior to joining Health Magazine (readership 3.5 million), where he served as a member of the senior leadership team charting the magazine’s brand and editing strategy, Gulley oversaw the end-to-end user experience at LevelEdge.com. Gulley started his career, fresh out of CIA, with Tavolo, an early innovator in the online recipe content space. While there he served as general manager, overseeing marketing and the site’s production and development. Under his leadership, Tavolo forged content acquisition relationships with celebrity chefs, The Culinary Institute of America, Eating Well Magazine, well-know restaurants, and publishing houses, among others.

“We think Jerry is a perfect fit for Allrecipes.com. Allrecipes.com is already widely recognized by both clients and consumers as being a leader and innovator with the online food and community space, and we are excited for Jerry to take that tradition and elevate it,” said Bill Moore, CEO and President, Allrecipes.com. “We have a huge audience of members and visitors, many of them women. Jerry has proven he has the ability to create a look, feel and tone that resonates with that demographic. We are fortunate that Jerry is joining our team and know our members will enjoy the voice he’ll bring to the site.”

Over the course of Allrecipes.com’s eight-year history, the site has captured tens of thousands of recipes and offered tips and cooking advice to tens of millions of home cooks worldwide.

“I’m fascinated with Allrecipes and how the site functions so well at so many levels. On the one hand it has proven to be an indispensable resource to home cooks worldwide and I want to make their experience even more value-added and enjoyable. And on the other it can also serve as a resource to food writers and editors. For my former colleagues, Allrecipes.com is viewed as the world’s largest test kitchen, offering a nightly glimpse into the kitchens and habits of home cooks everywhere,” said Gulley. “This job is a natural extension for me in terms of innovation and brings all my loves together: food, lifestyle and technology, it’s ideal.”

About Allrecipes
Allrecipes, the world’s largest social network of food and entertaining enthusiasts, receives more than 35 million annual visits from users who share and download recipes, reviews, photos, personal profiles, and meal ideas. For more than 10 years, the Seattle-based site has served as a dynamic, indispensable resource for cooks of all skill levels seeking trusted recipes, entertaining ideas, everyday and holiday meal solutions, practical cooking tips and food advice. As the fastest growing independent food Internet site, and part of the Reader’s Digest Association, Inc. food and entertainment division, Allrecipes provides insights into the kitchens and cooking passions of home cooks everywhere.