Delish.com, a Web site focused on food and recipes, was launched last fall by Hearst and MSN.
Chris Johnson, VP of content and business development at Hearst Magazines Digital Media, cited comScore data showing a 161% year-over-year jump in searches for value-oriented terms as part of the rationale for building the coupon feature on delish.com.
“What we've learned from consumers is that they're looking to save money on recipes and on the grocery experience,” he said.
The co-branded coupon gallery links to specific words mentioned in recipes on delish.com. Johnson added that the media company plans to expand the galleries to the Web sites of Redbook, Country Living, and Good Housekeeping.
Hearst is working with Larkin/Volpatt Communications on the launch, while Coupons Inc, the parent company of Coupons.com, is working with Goodman Media on consumer media outreach, as well as Atomic PR for trade media and social media efforts. CooperKatz & Company is conducting a media outreach initiative on behalf of MSN.