New food magazine - Dash - is cooking for your food dollar

What's black and white and read all over?

Yep, the answer is still the same as it was when you were 6. A newspaper.

Despite declining circulation, 80 million Americans still read a newspaper in print or online every day, according to research for Parade magazine, which is about to launch a monthly food publication distributed by newspapers. The publication will be called Dash, with a digital version, DashRecipes.com.

Parade is a tabloid-size general-interest magazine printed on heavy-duty newsprint that about 550 daily and weekly newspapers insert in their weekend editions. Dash will look similar, but it will be circulated online on Wednesdays or Thursdays and in print monthly on the same day in 100 newspapers – just in time for shoppers to read along with the end-of-the week food advertising.

Parade
says its food advertising is up 60% compared to 2009, which was a very bad year. That and the statistics that follow, culled from Parade's market research, are what persuaded the publisher, Advance Publications, that a new newspaper-distributed food magazine aimed at ordinary eaters is a good idea: