Genre Research 2.0
In this post, I will be delving into a different genre of magazines, one I am personally very passionate about, because I am what we can label as a "foodie". The culture of food, its aesthetic, its taste and how it is always challenging conventions with innovation has always fascinated me. Without further ado, today's genre:
Food magazines
I think this genre is very interesting (and challenging) because food is an experience that awakens all senses, yet in a magazine, people aim to deliver a similar effect merely through visuals... how is this done?
Genre conventions- content:
Food is not a one-sided topic. It can be addressed from a cultural aspect, a personal aspect and, of course, the aspect of the actual preparation. In order to cover the breadth of areas, these magazines use the following features:
1. Articles about the “behind the scenes” of food. This is the 'seasoning' in a magazine. Instead of having a magazine with only recipes (which would technically just be a small cook book), magazine writers today include more aspects of the food other than how to make it. For example, a very common approach for this would be to discuss the culture of the food. To do so, the article might dive into a journey across a certain Italian region where they have perfected the technique for making pasta, or they might explore a small Chilean Fishing village that is known for its fresh cuisine. Whatever it might be, the writer appeals to the audience by teaching them beyond the obvious 'how to' of a recipe. Another common approach is talking about restaurants and featuring chefs, which often blends with the
interview aspect of the magazines.
Saveur Magazine article about Israeli chef.
2. Recipes. Of course, we
cannot possibly talk about a food magazine without talking about recipes. Every recipe that is printed on these pages has been tested and tried in a test kitchen in some editorial office. They are written to have standard measures and be simple to understand for their intended audiences. Sometimes, magazines will have an ongoing theme for an issue and publish magazines only related to the topic. For example, during the holiday season, many magazines publish recipes about how to make ginger bread houses or cook the perfect Christmas dinner meal. How detailed and and how much background story the writers want to provide with a recipe depends 100% on the publication. There are times were magazines want to post a large quantity of simple recipes to have catchy headlines like: "100+ Recipes for the Holidays", while on other occasions they want to fuse a small article (similar to those mentioned above) with a recipe.
Mobile Bay Magazine. Cold recipes.
3. Interviews. I briefly mentioned above that food magazines sometimes include interviews of chefs. Depending on the following of the magazine, the editors may choose to interview a relatable celebrity that will teach us about their favorite dish or they'll interview a Michelin star chef or a food entrepreneur. The purpose of including these interviews is to inspire the audience to cook. If they want to cook, they will be more likely to be seeking recipes (which they can find in these magazines) and therefore continue buying food magazines. Like the articles about the culture and ingredients of food, interviews help to add extra 'flavor' to the publication. An extra layer of depth.
Interview with Glynn Purnell for Great British Food Magazine.
Genre conventions- production techniques:
These magazines are intended for a wide range of people and can easily be picked up at a grocery store check out line or your local book store. Because of their relevance and constant demand, many are posted monthly. They have a tendency of focusing on the season in one way or another, for example, a magazine may share more ice cream and popsicle recipes in summer month and soups and hot dishes in the winter. As for design, text revolves around the pictures of food. Since the food within these pages cannot be tasted, the next best thing that can be done is to display them beautifully so reader's can
imagine what it will taste like. For this reason, food is often photographed from multiple angles (although most typically from above) and filling most of the frame. Elements that are not the star dish, such as ingredients, may also be included in recipes with pictures taken as extreme close ups. Details like this, add to the visual aesthetic of the magazine and help clarify certain steps if recipes. If a reader is wondering what a julienne cut is, including a picture of what it is may be useful. Text and color scheme varies greatly from publication from publication. Those that are at a more commercial audience may include brighter colors in the front covers to draw attention to catchy headline such as "110 Fast Summer Recipes". On the other hand, those aimed at more discrete audiences may stick to a rather opaque color scheme (depending on the season too) and aim for a less "packed" style.
Plate centered as main subject. Picture taken from high angle and text based around food.
Recipe with pictures of ingredients and tools used.
Institutional conventions- marketing:
As it has been mentioned before, food magazines have a large and diverse following. A reader may a mother that loves how to cook, a recent graduate that wants to learn more about the kitchen and maybe even a chef that wants to stay connected with the world of food. Because its readers come from many different groups, there are different niches of food magazines (which warrant an opportunity for further research). However, unlike the last genre I researched, food magazines are generally less obscure and can be found almost anywhere. Their convenient placing in the check out lines of grocery stores is purposeful, as they aim to catch the eye of a potential cook with a picture of a succulent steak or a layered cake. Another way in which these magazines reach their readers, is through their online magazines. Often times, when people look up a recipe on their phones, they will be sent to a magazine article with the recipe they need. This helps expose the name of the magazine, and, if the recipe turn out to be successful, it may be enough to turn the cook into a loyal follower of their recipes.
Sample #1: Saveur Magazine:
The magazine describes itself as:
"the definitive guide for passionate cooks, stylish entertainers, and culinary explorers" (saveur.com). They are owned by the Bonnier Corporation and have a large online and print presence. The magazine focuses on delivering articles beyond simple recipes and actually includes articles about the culture and the countries of the food they talk about. They pride themselves for calling some of the best photographers and chefs to be featured in their magazines and do all this to celebrate the creative nature of cooking. Recently, they have added a layer of depth to their magazine with videos of some famous chefs cooking some recipes.
(https://www.bonniercorp.com/wp-content/uploads/2018/11/SAVEUR-Media-Kit.pdf)
Sample #2: Milk Street:
Milk Street is a different kind of food magazine. It is definitely hard to spot a copy of it at a local grocery shop as it is not necessarily aimed for the general masses. The magazine is published bi-annually and was first issued in 2016. Its founder is Christopher Kimball, a man with a vision. He wants to celebrate different cuisines and give an ode to food. His enterprise extends beyond a magazine and includes a cooking school in Brooklyn and media studios where episodes of a cooking series are filmed and podcasts for their radio are recorded. It has a simple layout and photography is often manipulated to be simplified.
More examples:
1. Food Network Magazine
2. Food and Wine
3. Bon Appétit
4. Cook’s Illustrated
5. Gastronomica
https://diannej.com/2013/secrets-of-writing-recipes-for-big-food-magazines/
