Q3 • 2021


11 Our Top 3 Takeaways from the Milk Street Strategy:


1Consistent and frequent messaging and offers across all channels


2High perceived-value magazine in print and digital format 3Partnerships with local community youth organizations


offers the opposite—an invitation to the cooks of the world to sit at the same table.” He calls it a “culinary—not cultural—exchange.” The site backs that up. In the “Community” section of 117MilkStreet.com are profiles of 25 “friends of Milk Street” from across the globe. They are chefs, restaurant owners, culinary instructors, food writers, cookbook authors, and TV hosts. When you click on a profile picture, you’ll see a short bio written by that cook, offering personal insight behind their dishes through rich, personal storytelling. There is also a “Community Recipes” section with recipes from Milk Street’s friends. Beneath the first few lines of each recipe is an invitation to join Milk Street (for that one measly dollar) in order to access the rest of that recipe as well as all the others. Milk Street Radio, hosted by Kimball and Sara Moulton, is an hour-long podcast and public radio show that features guests from the food industry. Topics range from whether or not junk food is addictive to how to shuck an oyster to the secrets of China’s tea mountains. Even celebrity chefs such as Jamie Oliver have made appearances, and recently, Al Roker shared some laughs about on-set cooking disasters on the Today show!


All that aside, a high-end piece of printed


content is at the heart of everything Milk Street does. Published six times per year, Milk Street Magazine is an omnichannel marketing tool that moves people from online to print and vice versa. Each issue ranges from 30 to 40 pages, is free of advertising, and includes step-by-step recipes, feature stories, reviews, and more. A print subscription costs $29.95, but every visitor to the website can get a taste of the magazine by registering for a free issue. The magazine can also be given as a gift in print or digital format (or both) for $24.95, a marketing/sales lever that allows members to attract more members. The company says the print edition is something you will want to keep next to your cookbooks, but the


digital format is pretty sweet too. It’s optimized for phones, tablets, and desktops and offers links to videos. A digital subscription to the magazine includes every magazine article, every Milk Street recipe, and every Milk Street Radio and Milk Street TV episode. (We loved that all of their past content is wonderfully organized and served up in an easy-to-consume manner.) The brand’s video content includes live Q&A sessions that Kimball records on the brand’s YouTube channel, taking cooking questions from fans and then publishing the video links on the Milk Street website. The YouTube channel also has all the Milk Street Television episodes from seasons past, as well as the Milk Street at Home series, in which experts offer recipes from their homes in two-to-six-minute video clips. On Instagram, @177MilkStreet has more


than 200,000 followers with whom the brand shares the faces and stories of its partners, favorite dishes, products for sale, and recipes— all on a grid of photos and videos that is a foodie’s dream. As it does on its Facebook Page,


Milk Street uses social media to promote its endless content, linking to articles and videos and podcasts with chefs, authors, and more. In all, Milk Street’s ecosphere offers a never-


ending content extravaganza for everyone from the novice cook in your house (125 simple weeknight recipes) to the more experienced chef looking to add cultural diversification to their culinary repertoire (“From Spain with Love,” a look at Spanish classics). All this content seems to be very well coordinated and promoted, telling us that somewhere, someone has a well- thought-out content and editorial calendar. The company also gives back to its local


community. Proceeds from its public classes fund no-cost cooking lessons for teenagers in the Boston area by partnering with the Boys & Girls Clubs of Dorchester and the Big Sister Association of Greater Boston. To support the Boys & Girls Clubs of Dorchester, Milk Street invites teens to 4-week and 10-week classes, which are held at the Milk Street Cooking School in Boston on Monday evenings. To support the Big Sister Association, the company offers cooking classes to support Big Sister-Little Sister matches and offers career-coaching workshops for teenage girls. Big and Little Sisters can even drop into Milk Street on scheduled Sundays throughout the year for hands-on cooking classes. Who knows . . . they may be the individuals


featured in the Milk Street episodes, podcasts, and magazine issues of tomorrow. 


EXPERIENCE MILK STREET FOR YOURSELF!


Win a gift subscription to their award-winning magazine and a $50 gift card.


r


Scan the QR code to registe or vi modernlitho.com/Giveaways-Q3-2021


ter or visit:


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