Hearst, MSN Joint Venture Delish.com Heats Up

Food lovers appear to have a new Web favorite, as Hearst and MSN’s joint venture Delish.com is off to a fast start.

Launched on Sept. 23, Delish.com reached 5.2 million unique users in October, per comScore, placing it number five in the comScore’s Hobbies/Lifestyle – Food category. That puts Delish ahead of the five-year-old AOL Food (4.4 million uniques, No. 8 in the category) and the two-year-old Yahoo Food (4.2 million uniques, No. 9).

Reader’s Digest’s Allrecipes.com rules the food category with 8.4 million unique users, followed by Foodnetwork.com, About.com Food and Cooks.com.

Executives from Microsoft said that to date, 98 percent of Delish’s traffic has come directly from the MSN homepage.

Delish.com’s content features thousands recipes, service pieces on cooking and entertaining, as well as fan blogs tied to popular food TV shows. As part of the partnership between the two companies, MSN sells advertising on Delish and four of Hearst’s magazine sites: Countryliving.com, Goodhousekeeping.com, Quickandsimple.com and Redbookmag.com. At launche, the site has landed sponsorship deals with Hellmann’s/Best Foods, Knorr and Bertolli Frozen, Simply Orange and Kraft.