People are starting to warm up to the idea of paying for online content. In the US, $1.3 billion was spent on online subscription services: “Whether or not consumers will pay for content is no longer a matter of debate. Clearly, they will.”
The early successes are online dating sites, financial services and entertainment/lifestyle. These are all things that the web can do much better than offline versions, which is why they are successful. Recipes fit well into that model, me thinks. Maybe this will (finally) be the decade that publishers stop using expensive dead trees and start using cheap recycled electrons.