Dash will be a newspaper insert magazine, the result of a collaboration between Parade and Bon Appétit, which are both owned by Condé Nast's parent Advance Publications. It will launch online at dashrecipes.com in September, drop a preview print issue in November, and begin its regular monthly circulation to about eight million readers via 100 different newspapers in February.
With the proposed tagline of "Simple. Fast. Delicious." Dash is meant to appeal to a mainstream audience.
It will contain recipes from Parade and Bon Appétit, as well as content from Epicurious and the Gourmet archives. Unlike Gourmet, it's taken on an unabashedly aggressive approach toward appealing to packaged food companies such as ConAgra and Kraft.
Dash will compete directly with Relish, another food newspaper insert, as well as traditional magazines such as Family Circle. Thus, if you've been hoping for a Condé Nast equivalent of Gourmet, you won't be getting it anytime soon. Will you look out for it?