Condé Nast is teaming up with parent company Adavance Publication’s Parade magazine on a new product to be launched in the fall — Dash magazine, which will run as an insert in 100 newspapers around the country starting in November. Dash will also have an online component that will launch in September.
The launch comes after Carol Smith was brought on in April from Elle as a vice president and publishing director to plot the post-Gourmet future of Condé’s epicurean group. Content from and/or sponsored by Bon Appetit, Gourmet and epicurious.com will appear in the magazine.
As a product for advertisers, Dash seems like a great idea, but as a keeper of Gourmet‘s flame, it is surprisingly down-market.
Dash will go after a recent surge in advertising from packaged food companies (e.g. Heinz, Hershey, Kraft and Smucker), which are spending as much as 81.2 percent more on advertising since the last year, according to The Times. The magazine will also bring Condé Nast content to fresh audiences, reaching 45 million women who read daily newspapers, 81 percent of whom do not read other food magazines, according to a release.
Ruth Reichl toasted news of the launch this morning with “Crisply fried blood sausage, fragile orange-dusted octopus, huge juicy shrimp, spicy peppers and one awesome rib eye.”