King Arthur Flour Cooks Up Success with Baking Sheet App

KAF-App-LaunchKing Arthur Flour, who most of us know for their healthy whole grain products, tasty recipes, and cooking classes, is actually a prolific publisher with exclusive niche content.

Earlier this year they came to GTxcel (formerly Godengo+Texterity) with an ambitious plan: they wanted to amass more than 3,000 recipes distilled from 22 years of publishing their Baking Sheet, a monthly 24 page compendium of original, kitchen-tested delights.

The King Arthur Flour Company was founded in 1790 and has evolved with the market, often leading the charge in baking technique and yes, publishing. See the back story here.

What resulted was a free app with paid content.   The app is built for smartphones and tablets —  iOS, Android, Kindle Fire, and Google’s Nexus 7.

KAF-App-LibraryA need to facilitate Search across 120+ app issues prompted GTxcel to develop cross-issue linking technology that would allow search within a mega index without going out to the Library view.

According to editor Susan Reid, “Since the App’s launch in April, we’ve sold 1, 100 unique new digital subscriptions on our own website, and another 300 via iTunes, Amazon, and Google Play combined. Our total paid circulation for the title (print + Digital) is up by 500 from Spring to our summer issue, which reverses a typical downward trend before the fall marketing/baking season.

KAF-App-Issues-for-SaleIn percentage terms, using an annualized paid circulation average per year of 19,000, those 1,400 new Digital subscriptions represent a 7.4% increase.”

This is a perfect example of an established publisher using new technology — and GTxcel — to maximize their media. Results: delicious!



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