Every Day with Rachael Ray was the hottest food magazine going when it burst on the scene in 2005. That is, until Food Network Magazine came along two years ago. Now with FN outselling EDWRR on the newsstand and in ad pages, the relentlessly perky Ray has reason to be a little less upbeat. Her daytime TV show ratings, for instance, season-to-date (September through March) are down 11 percent in households year-over-year and 22 percent among key women 18-49, per Nielsen.
So it’s no surprise that EDWRR took a cue from FN in a May redesign led by ex-Prevention editor Liz Vaccariello, who was hired in November to juice up the magazine and increase its exposure on TV. “We were so proud of what we did at the beginning,” Ray said. “I don’t think we were pushing ourselves enough. I don’t think we had enough multimedia content. I think we were resting a little bit on our laurels. I want everyone that reads the magazine to feel like they can do everything we do. But I want to inspire them. I think we’re giong to do a better job of that now.” Said Vaccariello, “No doubt about it, we had to raise our game, and that’s why I’m here.” The result has more food, more lifestyle—and more Rachael.
Later issues will push readers to interactive content. Below, a look at how the titles, with similar photo indexes, pullout recipe booklets and more celebrity, have become increasingly alike.