This should be interesting to see how they integrate the print media with new media ventures, especially considering that Meredith has had to lay off a lot of workers and close at least one publication (and probably more to come.) Sounds like this is a good start, but unfortunately they seem to have server issues, as I'm having trouble getting Mixing Bowl to load.

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@ruralurbanite - you hit the nail on the head. This is run by a major media player. But what's even more frightening is that the company that built this platform is owned by Gannett... an even LARGER media player. You have to ask yourself.. why would they build a site like this that's non-branded?

AD - SALES

I attended a breakfast sponsored by ripple6 (the company that built and powers this site) this morning and their backend analytics really scares me. It's clear that the site was solely created so brands can come in and track conversations (seriously, they weed out the most active members by tracking who shares recipes on the site and who doesn't), "quick and much cheaper" product testing and to save Meredith's advertising sales.

It's clear, this site was created and ONLY created to help brands reach consumers.. it's unfortunate that with such media players behind the site, a consumer will never even know what hit them or who's watching. This is a sign.. the web is changing.

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Toni,

I spoke on behalf of Ripple6 at the Social Media Breakfast yesterday and I’d like to clarify your takeaway from the comments.

The Ripple6 technology is designed to put consumers in control of the conversations that happen in our communities. In each instance, they’re empowered to connect with brands if, when and how they want, and in their social networks if they choose. It does not allow brands to invade their inbox.

Our Social Insights and Brand Cloud Communities create opportunities for marketers to connect with consumers on these terms – those determined by consumers. In the programs we’ve done to date, the brands – and especially the consumers involved – have been very pleased and excited to be involved in these two way conversations, rather than a one-way bombardment.

Our Ripple Analytics provides measures on social activity so that Community Managers can get a better understanding of their audience and how to serve them. Things like “What do they find important?” and “How do they Communicate?” All of these measures allow the CM to create a more vibrant and successful community, where they can create connections between members to their mutual benefit, and at their mutual choice.

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As a foodie and an internet recipe enthusiast, I couldn't wait for Mixing Bowl to launch. Anything that Meredith puts out is top-notch, and the site didn’t disappoint. Many of the groups are truly unique (Hello? "Midwestern Fish & Game" and "Cooking for Dads?" Impressive!) and isn't that what worthwhile media represents -- direct benefit to the user? I love that the site lets you be so specific yet offers so many options. Better Homes and Gardens connection or not, it just may be my new home for recipes.

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This looks like a http://www.grouprecipes.com/ knock-off, only with pastel colors and a brain-piercingly bad layout.

What is this site adding to the social networking/cooking scene?

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Many thanks for your interest in Mixing Bowl, Scrumptious. Once you register on Mixing Bowl, every piece of information that is displayed is relevant to your cooking interests and needs -- so you enjoy a totally customized experience, versus having to wade through tons of information that is completely irrelevant to your lifestyle. Furthermore, we go beyond a typical recipe swap with groups tailored to specific interests (cooking for kids, food and wine pairing, healthy eating, Cajun cooking, gluten-free diets, and much more). In these groups you can meet others with similar interests, exchange recipes, share photos, get tips, post videos, and more.

--Heather Morgan Shott, Senior Editor, MixingBowl.com

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