Website spawns new IPC food mag

IPC Media has launched a monthly food magazine, goodtoknow Recipes, aimed at mothers between 25 and 44, following the success of one of its websites. The venture is a rare example of a website acting as midwife to a print publication – goodtoknow.co.uk is a successful IPC portal aimed at a similar audience and combining content from its women's publications. The site added a "Recipes Channel" last month that includes a database of thousands of meals. The magazine was launched by IPC Connect, the subsidiary that runs women's magazines aimed at a mass-market audience. The division also includes Now, Chat, Pick Me Up and Woman's Own. It goes on sale today priced at £2.20. The company said the 100-page food monthly will target "busy mums" providing them with "tips and advice to feed their families cheaply, quickly and healthily". The goodtoknow publishing director, Oswin Grady, said: "There is a major gap in the magazine market for a practical food magazine for mass-market mums. Our experience with Goodtoknow online has given us a very clear picture of what they are looking for in a magazine and Goodtoknow Recipes is the perfect complement to our hugely successful site for busy mums." Goodtoknow.co.uk generates 933,000 monthly unique users, according to IPC Connect. The IPC Connect managing director, Fiona Dent, said: "Our in-depth consumer insight has shown there are almost 7 million mass-market mums across the UK who are cooking more regularly than they did." The title will compete with other food magazines, including market leader Good Food and Olive, both of which are owned by the BBC, and Delicious, owned by independent company Seven Publishing. In March last year, H Bauer launched Eat In , while in December 2008 Jamie Oliver launched the bimonthly Jamie magazine . • To contact the MediaGuardian news desk email [email protected] or phone 020 3353 3857. For all other inquiries please call the main Guardian switchboard on 020 3353 2000. • If you are writing a comment for publication, please mark clearly "for publication".