Who are the web barons?
Editor of the increasingly popular site is Caroline Hire. Working alongside her is Emily Boyce as researcher and Andrea McGinniss as sub-editor.
Get the tone right
The site has increased unique users by 153 per cent year on year. It provides fingertip access to a vast archive of beautifully photographed, triple-tested recipes and features. It focuses on creating community spirit by allowing users to rate recipes and swap ideas. 'We understand what the food-loving population are looking for online and we provide high quality, reliable content for all levels of cook,' says Hire.
'We are looking for topical stories, food-related behavioural surveys and unusual products for the blog,' explains Hire. The competition pages are also populated through PR sources.
PR friendly score: 8/10