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Feb 12, 2011 10:16 AM

America's Test Kitchen survey

The invitation to the survey said the "answers will help us in planning future issues of Cook's Illustrated Magazine." The questions were all about what kind of cookware I own, including oven and range, pots and pans, baking pans, and kitchen gadgets ("Do you own an immersion blender?"). If I give them the benefit of the doubt, they are trying to figure out what cookware products to test. My cynical side says they are trying to collect data they can use to sell ad space.

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    1. Probably both, if you are concern looks at the disclaimer if America's Test Kitchen promises not to use your information to market ... etc.

      1. When I replied, it sees that I already own all the equipment they asked about, except for a kitchen ruler (why dedicate a ruler to the kitchen when I already have multiple rulers and tape measures in my household?). Anyway I thought ATK might be trying to figure out what to test. I'm actually shopping for a countertop convection oven large enough to roast a chicken or standing rib roast vs. a countertop convection/ microwave. Ours has died.

        BTW, CI magazine doesn't sell ad space.

        2 Replies
        1. re: Stephanie Wong

          Not yet.

          If they carry ads it does bring into question their reviews. There is nothing worse than seeing a four star review for a product only to see a full page ad on the opposite page. It brings into question the objectivity of the review.

          1. re: Kooper

            In any magazine that does product reviews and sells ad space, the pages that are within the review space are precious to suppliers of the items being reviewed, regardless of how they turn out. The reason; if you're reading the review, you are obviously interested in the product and the best ad spece is right there where you're reading. It's never ment to influence the review. If advertisers pulled ads every time they got a less than steller review, they'd have to quit. You don't win every review or test wtih every product in your line up.

        2. Perhaps they're trying to determine what types of pots/pans/appliances their readers own, so they know what types of items are reasonable to include in recipes. Say most of their readers don't have immersion blenders (unlikely), they wouldn't make recipes that require the use of immersion blenders.

          1 Reply
          1. re: LaureltQ

            It would also give them a view into what readers' are going to buy. I hate to see the most expensive item on the list get the best reviews. We can't always purchase the most expensive pot or knife. CI always offers their best value item.