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New York Times Cooking is doubling down on video and taking on Bon Appétit to become the top online destination for home chefs
12 days ago | By Business Insider
Summary List Placement The New York Times' Cooking section is ramping up its investment in video and borrowing from rival Bon Appétit's playbook as it seeks to win over the coveted home chef audience.
NYT Cooking has invested in a new kitchen studio and is expanding the team to produce more videos and grow its library of more than 20,000 recipes. Backing the project is a new advertising campaign, which debuts on TV, digital and social media channels on Wednesday.
Viewers got a glimpse of the new studio in a "Gingerbread Showdown" video posted to the NYT Cooking channel on December 23. The...
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