Adam Rapoport said recently that Bon Appétit “is a business,” and judging from the June cover, he meant what he said. In what must be a move by Rapoport to attract readers who don’t particularly care what’s in a puttanesca sauce unless someone famous is making it, the ubiquitous Gwyneth Paltrow is pictured on the front of the latest issue.
As Grub Street points out – who knows if this will actually end up luring more readers. And even if it does, by putting Paltrow on the cover, Bon Appétit might end up alienating some of its loyal readers who are hardcore foodies:
We can’t imagine that the reader who maybe doesn’t love food and just wants some ideas for things to make for dinner is going to be swayed, nor is he or she going to be particularly interested in a story about where the guys who own Frankies like to eat while they’re in Denmark, another story in the June issue. Similarly, we’re wondering if the reader who is interested in something like that, or the magazine’s stories on Fergus Henderson and wild shrimp, would look to a magazine with Gwyneth Paltrow on the cover to get that information.
Those are good points, but one thing we do know is that celebrities help sell magazines. In fact, they help sell almost everything. So yeah, look for Gwyneth Paltrow dish soap coming to a bodega near you.