Time Inc. is launching its first major web-only publication since the demise last year of its male humor site Office Pirates. The new one comes from the other end of the spectrum and is from its home and lifestyle subsidiary, Southern Progress Corp., launches an extensive food portal called MyRecipes.com. The site, which is the first venture from Southern Progress’ new interactive unit, SPC Digital, boasts more than 25,000 professional cooking tips. MyRecipes will be supported by integrated placements, pre-roll video, display and rich media, and initial advertisers include Weber Grill, GlaxoSmithKline and Hewlett Packard. Southern Progress also publishes the magazines Cooking Light, Southern Living, Sunset, Cottage Living and Coastal Living. The site has social net functions and later this summer, MyRecipes will offer new and original video content that will be produced in its digital studios in the company’s Birmingham, Alabama, headquarters; it also will showcase material from across Southern Progress.Release

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