Bon Appétit moves to NY - a positive development?
- buttertart Jan 25, 2011 05:57 AM
I thought when I read that BA was moving East that maybe (just maybe) its sensibility would be more like the late lamented Gourmet. Doesn't look like it from this, does it? Maybe Reichl Gourmet on steroids?
" “The No. 1 goal is to pump up those ad pages,” she added."
Barf. I canceled my subscription because the ads got to be too much (and the content to mundane). This does not inspire me to renew, though I will check out the first few issues to see what Rapoport does with it.
Seems to be moving towards the fashion industry because I keep reading About their hires from places like Elle. The Canal House Folks will have to balance out the glitteri
This is an interesting article. The message seems to be that instead of becoming more like Gourmet to attract former Gourmet readers, Bon Appetite will become more like the magazines aimed at beginning cooks and people who don't really like cooking, but just want to get a meal on the table as fast as possible. I guess that's where the growth is, based on the statistics provided in the article.
Also, not surprisingly, Conde Nast continues to worship youth because, again, that's where the growth is.
There is nothing wrong with aiming at the youth market, per se, nor in aiming toward the less experienced cook, per se. So the trend in the magazine market, as on food-related television (the Food Network), is to "dumb down" the content.
Obviously, I am critical of this dumbing down of the content in both magazines and television shows, but as Anthony Bourdain noted in his latest book, you can't argue with success, even if you don't like it. He wrote that the Food Network's ratings increased dramatically as it dumbed down its cooking show content and added cooking game shows.
So guess we are going to see more magazines like "The Food Network Magazine," Paula Deen's magazine, and Rachel Ray's magazine, as well as "Lady's Home Journal," etc. The hiring of people from "Elle" seems right in line with this.
I agree with dumbing down and now the Food Network is losing viewership because it's one big game show. The only food magazines that I think have substance are Saveur and Cooks Illustrated. Both very different and never dummied down. I like watching Chris Kimball on TV because he's smart. Saveur is about culture and cooking and travel so it too has substance and you have to be able to look at an article for more than 4 minutes.
Ladies' Home Journal (and Good Housekeeping) have been around for ages. LHJ used to have a good food section, I haven't read it in a long time so can't comment on it now. GH still has an excellent food section. I don't think you can compare traditional "women's" magazines with BA or Gourmet since their brief is not only food. At this point I've found more solid cooking ideas in GH and even in Better Homes and Gardens than I have in Bon Appétit. As other posters have noted, Saveur is the heir to the "good old days" Gourmet ethos of cooking and travel. I get BA and look through it but haven't cooked anthing from it in a gazillion years. Was hoping the move east was to reeincorporate more of the Gourmet feel and materials but it would definitely seem not. A shame.