The Los Angeles Times is attempting to sell digital subscriptions with a sneak peek of Jonathan Gold‘s debut column, which appears in the print version on Saturday. The ad below was sent out in an email blast Thursday evening to potential subscribers, promising them access to Mr. Gold’s latest “for less than the price of a shrimp-pumpkin dumpling.”

Clearly the LA Times expects the Pulitzer Prize-winning food critic to help them sell their new digital subscription service. It’s a sign of just how valuable a commodity Gold is, and how much the LA Weekly lost when he jumped ship. Incidentally, the paper’s new paywall went into effect on March 5, the same day as the annual Gold Standard foodie event – effectively Mr. Gold’s last day with the LA Weekly.

Gold’s first column is about CITY Night at downtown’s Border Grill. Shrimp-pumpkin dumplings were not on the menu.