Subscribers Scarf Down New Delish Quarterly Magazine

The Delish brand has been EditorInChief Jo Saltz39s baby for six years now and she and the team have made it one of the goto food hubs on the Internet quotWe made the brand as big as we couldquot Saltz said on a recent Zoom interviewInclusivity is the driving mission behind the brand Saltz doesn39t much jibe with oldschool demographic labels those that depend on age or gender To her the more useful descriptors for Delish39s audience involve what readers love food and bringing people together around food She wanted a big tent that spoke to people who love eating but who may be intimidated by the cooking process itselfquotOur staff is people who have no formal culinary background mixed with people who do We want to be warm friendly not focused on perfectionquot Saltz said quotWhen you39re building a brand it should work for everyonequotAfter creating that big tent Saltz wanted to focus on creating intimate connections with people Saltz has a lengthy background in running print magazines from Seventeen to Food Network Magazine and when Hearst Magazines was discussing the prospect of creating a new experience for Delish subscribers the idea of a print magazine immediately jumped outquotWe have evidence that people like to consume this brand in print by offering a new experiencequot Delish Chief Revenue Officer Dan Fuchs said Delish had had previous success with cookbooks and quotbookazinesquot like a oneoff magazine of keto recipes so a quarterly magazine was a natural fitquotIt was an opportunity for us to express our brand differently than we do in video or in digitalquot Saltz addedThe word quotopportunityquot came up frequently in our Zoom call with Saltz and FuchsThe opportunities with Delish are manifold First there39s the simple artistic opportunity inherent in a food magazine quotWe realized food does come to life in a beautiful way on the pagequot Saltz said as Fuchs proudly held up a copy of the first edition which had a central theme of quotBreakfast Brunchquot The issue blends the warmth and accessibility of the Delish digital brand with the gloss and luxury of a print magazine Recipes in the issue are a blend of new and repurposed from the site which were reshot for the magazine making for some truly mouthwatering artBecause Delish Quarterly would be launching in the Spring it made sense to focus on breakfast and brunch for its first issue quotWe could have done something obvious like Easter or dinnerquot Saltz said quotBut we hit on this idea of breakfast and new beginnings and we fell in lovequot Not only are breakfast and brunch associated with new beginnings so is Spring so there was a thematic resonance with this first print offeringThe first issue is indeed gorgeous and full of recipes that though occasionally timeconsuming are rather achievable The Dulce de Leche pastry pockets on page 50 are fabulousThere39s also the opportunity to get a little more creative editorially to allow the staff to create their own trends or their own spin on viral drinks like dalgona coffee a whipped sweet drink that exploded in popularity in 2020 Instead of just giving Delish39s print readers the recipe for dalgona coffee writer Laura Rege created the dalgona martini quotIt39s the answer to a question nobody askedquot Saltz said quotHow do you turn this into a martiniquotSpeaking of staff they get to flex their writing chops June Xie one of Delish39s video stars was able to write a lovely personal piece accompanying her recipe for congee a traditional Chinese porridge Tess Koman another video star got to show off her incredible bagel knowledge for a piece about New York City39s best bagelsThere are opportunities for advertisers as well The first issue contains no advertising but they have several commitments for the next few issues and are open to working with partners on things like branded recipes quotWe39d like to take digital ideas and possibly turn them into custom content in magazinesquot said Fuchs quotThere are a lot of brands our audience really reacts to why not extend that into a partnershipquotEditorially Saltz offered us a sneak peek at next quarter39s theme Campfire Cooking and Cookouts It39s a universally accepted truth that food tastes better when it39s cooked outdoors and while an improved vaccine rollout means backyard cookouts will likely be back this summer Saltz said she and her team want to focus on recipes that encourage pandemicsafe activities like camping Even breakfast and brunch tend to be more intimate household events rather than large communal gatheringsPlus Delish39s audiences have long been going gaga for campfire cooking quotEvery video we39ve done on s39mores has been hugequot Saltz said laughing quotWe39ve done every s39mores recipe you can think ofquot Sounds like Delish subscribers are ready for s39morePhoto credit Photography by Erik Bernstein Food Styling by Simon AndrewsClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNetamp160

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Subscribers Scarf Down New Delish Quarterly Magazine

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Oriana Schwindt

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