CHICAGO — Fresh from its deal to run Martha Stewart Living and Martha Stewart Weddings magazines, Family Circle publisher Meredith is busy melding utilitarian content and opportunistic commerce for its legions of followers.

“We have seen about a 100% increase on mobile – everything we produce, we’re thinking mobile-first,” according to the company’s video production and product VP Laura Rowley.

“The thing that’s most exciting to me right now is the ability to combine that content experience with a helpful marketing experience. With shopper marketing on AllRecipes, we know that a lot of women are consuming that video in a store when they’re shopping for dinner. We can serve up coupons based on those recipe ingredients in their local store.

“For women, technology has to be useful for them. We don’t create a piece of content unless we know what the promotion experience is.”

Rowley was interviewed earlier this month at the Beet.TV video summit about video advertising outside of the pre-roll. The program was sponsored by Teads.

In video syndication, she said: “To date, we’ve only worked with syndication partners that allow us to third-party, independent audits of the views. On YouTube, we have 20 channels with nine million views a month. Our philosophy is distribute widely as possible and guarantee a quality audience.”