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Posts Tagged ‘Maile Carpenter’

Charlie Rose, Star Jones, Joe Kernan and Jack Welch Hold Court

1003_mockup.gifI could just tell the power lunch crowd was (mostly) all business today. The noise level was considerably lower than in past weeks — who needs your neighbor to learn about your next big move before it hits “Page Six”? — and the table hopping was kept to a minimum. It was a tasty mix of moguls (Tom Freston), talking heads (Joe Kernan, Star Jones) and EICs (Amy Astley, Jay Fielden) who kept things interesting.

Speaking of magazines on the move (onward and upward in this case), I was joined today by formidable foodies at the helm of Food Network Magazine, a joint venture of Hearst Magazines and Food Network. Editor Maile Carpenter and publisher/chief revenue officer Vicki Wellington have happened on a recipe for success: Give Food Network fans what they love in print form and — viola! — you’ve got a hit on your hands. Both women were part of the magazine’s launch in 2009 and have seen it rack up a string of accolades, including being named to Adweek’s ‘Hot List’  and Advertising Age’s ‘A List’ last year. “A lot of people told us we were crazy to launch a magazine when we did,” Vicki says of the 2008 prototype, but the numbers silenced the naysayers. The rate base rose from 400,000, to 600,00, to 900,000 in no time and hit 1 million in just four months. The magazine’s ad pages are up 14 percent year to date, and the July-August issue is their biggest ever, with 129 ad pages.

Vicki Wellington, Diane Clehane and Maile Carpenter
Vicki Wellington, Diane Clehane and Maile Carpenter

What’s the secret ingredient? “People watch Food Network 24/7,” Maile told me. “We found that we didn’t have to choose between being accessible and aspirational. The people who love the television shows told us, ‘Be everything!’ and we have. Every month, we have an incredible pool of talent to pull from, and we try to mix it up and give readers a lot of variety.”

Here’s an interesting tidbit lest you think all the pub has to do is call the network’s powers that be to access its squadron of stars: The talent “is not contractually obligated” to appear in the magazine, says Maile. But since its heavy hitters like Guy Fieri (the first Food Network A-lister to see the prototype), Sandra Lee and Alton Brown all love the book, there’s never any shortage of stars to grace its pages. It’s no surprise that recipes (all concocted in the network’s Manhattan kitchens) are a reader favorite. Because there’s such a hunger for them (sorry, that’s my last food pun!), the pub has a new book out, 1000 Easy Recipes: Super Fun Food for Every Day that’s sure to satisfy the busy cook. (There’s 44 different pancake recipes and 100 salads!)

The magazine also gives fans another way to connect with their favorite TV destination with its popular Food Network Lounges where readers meet on-air personalities and sample their cool concoctions in a chic setting. The line was out the door at the last event in Chicago where Anne Burrell met the masses at Jose Garces‘ restaurant. Another Lounge is planned for October in New York to kick off the Food & Wine Festival. And, since food is such a family affair these days, Maile and Vicki have cooked up (okay, last one) a special insert for the September issue, Food Network Kids, as a third cover to be filled with family-friendly recipes and activities for budding foodies to try with mom and dad. Get those cupcake pans ready now!

Here’s the rundown on today’s crowd:

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Food Network Magazine Toasts Bobby Flay

Maile Carpenter, Bobby Flay and Vicki Wellington.

FishbowlNY has mentioned it before, but it’s worth saying again: Food Network Magazine had one hell of a summer. Its July issue boasted the most ad pages ever and it announced a rate base increase just last month. Naturally, the leadership at the magazine — Editor-in-Chief Maile Carpenter and Publisher Vicki Wellington — decided to keep the momentum going now that fall has arrived.

To do that, last night the magazine celebrated chef Bobby Flay and the release of his new Bar Americain Cookbook, and FishbowlNY was lucky enough to be there. At Flay’s Bar Americain on West 52nd, drinks flowed and Flay, Carpenter and Wellington worked the room masterfully. We sampled the roasted corn soup (apologies to the guy we might have elbowed so we could get to the waiter), the shrimp and grits and some fantastic pinot noir.

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Food Network Magazine Launches First iPad App

Just in time for barbecue season, Food Network Magazine has launched its first iPad app. The app – available for $3.99 in iTunes - aligns with the magazine’s June issue, which is focused on grilling.

Some features that come with the app include over 125 recipes, how-to videos and grilling trivia. Maile Carpenter, Food Network Magazine’s Editor-in-Chief, hopes that the app will take advantage of the iPad platform.

“The Food Network Magazine app has all of the energy of our pages, plus functionality that makes it even easier to shop for ingredients and make great food – and have fun doing it,” she said.

It’s a great idea for the magazine. The portability will make using it next to the grill effortless; much easier than looking at a recipe on an iPhone. If anyone is going to use the app at their barbecue, you should know that the FishbowlNY staff is great company. Just saying…

Food Network Magazine Beefs Up Staff

image004.jpgIt looks like there is at least one magazine in New York that is not cutting back staff. In fact, new magazine Food Network Magazine is actually promoting current staff and bringing on new hires.

Despite being introduced in the midst of the great magazine die off last year with two newsstand-only test issues in October 2008 and January 2009, Food Network is thriving. The magazine, which recently announced a huge rate base increase, revealed some staff promotions and new hires today on both the edit and business sides.

Editor-in-chief Maile Carpenter is promoting features editor Tracy Saelinger to deputy editor and moving senior editor Liz Sgroi up to food editor. In addition, two new senior editors are being brought on board: Mary Kate McGrath — former design market editor at InStyle — and Jonathan Stern – formerly of Joshspear.com, Stuff magazine and Penthouse.

Read on to learn more about Food Network‘s staffing changes and the state of some other culinary magazines.

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Video: Behind The Scenes At Food Network Mag

Following the fall 2008 launch of Food Network Magazine, we headed to the Food Network test kitchens in Chelsea Market to find out what’s cooking behind the scenes. While the test kitchen chefs tasted barbecue ribs and po’ boy salads for the summer issue, features editor Tracy Saelinger told us how you can get your freelance article published in the same pages as Bobby Flay, Paula Deen, and the best of the Iron Chefs. Hungry for more? Check out the full How To Pitch: Food Network Magazine article.

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