Epicurious senior vice president and general manager Carolyn Kremins will not be part of this new venture, but Nilou Motamed will remain editor-in-chief of Epicurious. However, Bon Appétit’s editor-in-chief, Adam Rapoport, will head the combined editorial unit.
On the business side, Bon Appétit’s vice president and publisher, Pamela Drucker Mann, will take charge of both businesses. Approximately one third of the Epicurious sales team is being let go as it is merged with BA, according to the New York Post.
AdAge reports that the goal behind this move is simple: combining the two results in a larger web audience than either has on its own, which should attract more (and better) advertisers. Drucker Mann told AdAge, “We were having separate conversations with advertisers. Now we can have one conversation.”
Each site will continue to exist as its own entity, with its own branding and voice. According to comScore (which specializes in digital analytics), Epicurious.com gathered 7.3 million unique visitors in June in the U.S. alone—a 66% increase over June 2013. Meanwhile, BonAppetit.com had 2.8 million unique visitors—a 65% increase.
So basically, the thinking is a bit like this, only with a heavier emphasis on recipes: