Just received my new January, 2008 Bon Appetit magazine and thought maybe I received a fake copy. I thought maybe there was a mistake – did I receive a copy of some shitty food magazine with the same name as my beloved Bon Appetit? What’s happening here? This impostor magazine looks like it’s trying to be ‘young’ and ‘fun’ and ‘different’ with it’s multicolored logo. It looks more like a Marta Stewart magazine with it’s boring/hackne yed perfect balance of pastel colors and use of space. NOOOOOOO!? Please god, please tell me Bon Appetit did not decide to go for a new logo, to go for an ‘update and sexy’ image? Unfortunately, the magazine has changed it’s look. This is bringing back bad memories of my time working in corporate NYC.
NOTE: If you don’t care about why I even have an opinion on this issue, don’t continue reading. I know this shouldn’t evoke so many emotions, but my time working in the magazine biz makes me care.
Years ago, before I woke up out of my corporate coma and left to pursue a job in the school system, I used to work for a very well-known “outdoors-man” magazine. As one of the biggest multimedia and publishing companies bought the magazines from the small company I was hired by, I heard the new corporate big-wigs whispering about how the magazine needed a change – it was time to ‘update’. These corporate dim-wits used words like (I swear to GOD I am not lying to you) “sexing up the mag” and “making it more fun” but still making sure it stays a “lifestyle mag” and a magazine so awesome “men keep it on their coffeetable”. BARF BARF BARF BARF BARF (sorry, I still have reactions to this). You can not convince me that there is any way in hell you can make fishing and camping and hunting and whatever else ‘sexy’ .
My point is that I may not be the best person to judge Bon Appetit’s change. I think past history has tainted my ability to judge this pretty meaningless change without judgment. All I know is when I look at that new logo, instead of thinking intelligent, strong, knowledgeable and sophisticated, I think mushy, boring, trying-too-hard-to-be-youthful-and-fun as well mainstream. I just don’t like it. I’m just hoping it’s contents won’t change along with it’s new look! I haven’t had time t read it yet, so I’ll let you know (unless you beat me to it!).
Anyone care or think I’m a crazy idiot for even posting this?
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