STUDY: RECIPE SITES BUILD BRANDS

STAMFORD, Conn. -- Recipe-oriented Web sites can do a lot for a brand, as more than one-third of home cooks will buy a brand specified in a recipe, according to a new survey. "This statistic makes a strong case for how effective the Web can be for consumer packaged goods companies," said Lee Smith, chief executive officer, InsightExpress, an online market research firm that conducted the survey.Most

STAMFORD, Conn. -- Recipe-oriented Web sites can do a lot for a brand, as more than one-third of home cooks will buy a brand specified in a recipe, according to a new survey. "This statistic makes a strong case for how effective the Web can be for consumer packaged goods companies," said Lee Smith, chief executive officer, InsightExpress, an online market research firm that conducted the survey.

Most (34%) home cooks still prefer cookbooks, but 23% use the Web to get recipes. Other so

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