A New Direction for Bon Appétit?

The food magazine business has seen great success lately, as celebrity food lovers and chefs grace the covers, and shows tied to magazines, like Bravo’s Top Chef’s association with Food & Wine, become ever more popular.

But Bon Appétit was down 27 percent during the last six months of 2010 at the newsstand.

Adam Rapoport, new editor-in-chief of Bon Appétit, formerly of GQ, tells WWD that while the magazine has a 1.5 million circulation, “we should be selling more on the newsstand and making it pop more.”

We may be seeing a higher profile for Bon Appétit in the near future. Rapoport said publishing director Bill Wackermann is exploring TV opportunities for the magazine, and the New York Post reported that Gwyneth Paltrow will be on the cover of the next issue, no doubt as part of her plan for food magazine industry (and eventually world?) domination.