Chefkoch.de has become much more – also a magazine.
With more than 250,000 recipes and about 13 million visitors, Chefkoch.de is the food website with the widest coverage across Europe. However, Chefkoch.de has become much more.
Chefkoch.de has a broad range of communications channels beyond its successful website. In addition it has a popular Twitter account, mobile app and a Facebook page.
In October 2013, Gruner + Jahr published the first edition of the Chefkoch magazine with an initial print run of 150,000 copies.
Best rated recipes online and offline
Within a short space of time, Chefkoch already ranks as one of the most respected cooking magazines, presenting the 50 most popular and best rated online recipes on a monthly basis.
The creation of the magazine, which balances perfectly between online and offline, is relatively unique. In comparison to Chefkoch.de the magazine offers several advantages.
“Despite its countless benefits, the online platform also suffers a disadvantage: more than 250,000 recipes make the offer confusing. By the magazine, we provide orientation for the reader in a direct comparison to the huge online selection,” says Jan Spielhagen, Chief Editor at Chefkoch.
According to a seasonal or regional theme, for instance, the magazine presents the most popular recipes in Germany in a clearly arranged way – every month.
Magazine wins in visuals
Moreover, Spielhagen sees a further important advantage in the visual world of the magazine.
“Food photography plays an essential role in this segment. Nicely and, above all, delicately shot, it provides an additional source of inspiration. This is not possible the same way online.”
The editorial design of the magazine credibly and emotionally conveys a heartfelt passion for creative recipes and tasty dishes, which can mostly be cooked without great effort.
“If a dish was clicked and rated more than 1.9 million times, then it has to be good,” says Spielhagen full of enthusiasm.
“We pass the trust in these results on to our readers. This is what is so special about the brand as well as one of its success factors at the same time.”
Gruner + Jahr has already been campaigning on the responsible use of wood fibre for several years, and now uses exclusively certified paper for its publications.
For Chief Editor Jan Spielhagen it was an affair of the heart to go for a certified paper. After already having gained positive experience with UPM paper with other GEO family magazines, the choice was not difficult: opacity, sound, colour development, haptics and what quality the paper suggests are important decision criteria for Spielhagen.
“We utilise exclusively UPM Ultra Matt G for Chefkoch,” says Spielhagen.
The use of certified paper for Chefkoch is furthermore an indispensable criterion due to the readers’ distinctive online affinity.
“I do not want to take the risk of a negative comment in the forum of Chefkoch.de owing to the use of non-certified paper,” Spielhagen continues.
Text Adriane Schuster
Photography Chefkoch, Shutterstock