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A few weeks ago my wife and I had dinner at a friend’s house. We raved about the meal. When we got home we were greeted with a friendly e-mail from our hosts with links to the recipes. The links all pointed to KraftFoods.com. A quick look at Quantcast confirmed my suspicions — our hosts weren’t the only people getting recipes from the makers of Chips Ahoy! and Miracle Whip; KraftFoods.com is one of the largest recipe sites on the Web.

Online, we tend to think of media as falling into two buckets: “professional” digital media properties that make money through advertising; and social media, courtesy of consumers who eagerly update blogs, tweet and share videos.



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