Emma Bazilian of Adweek writes about how Wired and Bon Appetit magazines are collaborating on food issues in October.
Bazilian writes, “Wired editor in chief Scott Dadich was planning a feature about MSG and umami and had been toying with the idea of building a food-themed issue around it. The magazine had done food issues before but from a strictly scientific viewpoint; this time, Dadich wanted to add a service component to help readers ‘enjoy the process of cooking and eating.’
“He shared the idea with Adam Rapoport, Dadich’s counterpart at Bon App. Rapoport was immediately interested and agreed to translate Wired’s story into recipes a home cook could tackle. ‘Food is about more than just recipes, and what they were doing over at Wired gets at that reality,’ Rapoport said.
“The result of the collaboration will run in both titles’ October issues. Wired will run MSG-free, umami-heavy recipes from Bon App in collaboration with the Momofuku food lab. Bon App will use social media to direct readers to Wired’s feature, and both will share video and tablet content.
“Wired isn’t the only non-epicurean magazine putting a heavier focus on food. In the past year, titles from People to Harper’s Bazaar have looked to food content to appeal to readers and food advertisers—one of the fastest-growing ad categories.”
Read more here.