When Hearst created its internet-inspired food brand Delish six years ago, its product strategy was entirely digital, which was unique within the publisher's portfolio of legacy magazines.
And while Delish may not be one of the "Hearst titans," its playful nature has helped grow the brand's audience and hone a group of super fans who are willing to pay to be closer to the brand in more ways than one, according to Delish editorial director Joanna Saltz on the latest episode of the Digiday Podcast.
Now, Hearst is bullish on building out its reader revenue lines by installing paywalls on its websites and securing more product licensing opportunities tied to its brands. Delish is not exempt from that strategy.
After it successfully created cookbooks and bookazines, the brand will launch a quarterly print magazine as a way to build out its membership offering. Delish is also seeking a stronger connection to its audiences' kitchens with everything from branded ice cream to kitchen appliances, said Dan Fuchs, Delish's vp and CRO.