How Food52 grew a food blog to 16 million readers and $100 million - Business Insider

Turning a blog into a lucrative business involved a measured approach from Hesser and Stubbs. Since the company "never had a lot of funding," Hesser said, "any aggressive expansion we've had was the result of proving out a concept and expanding organically.". Before its launch, they collected email addresses through a splash page for the beta site. Thousands signed up, so Hesser and Stubbs knew they had generated some buzz. Merrill Stubbs.

As a result,"we were able to give people a voice beyond participating in our recipe contests or in the comments section," Stubbs said.At this point, Food52 had raised its seed round — a feat that's particularly impressive in 2010. To make sure the new plan was viable, the company had already started doing a trial run on a third-party platform in 2012.

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