Performance Marketing

Samuelsson Puts the Dude in Food

Foodie sites, 'zines target the male demo

Despite the fact that men are just as likely to be found in the kitchen as women, publishers haven’t always embraced the male gourmand.

But recently, a new crop of food-centric outlets—from Bon Appétit to David Chang’s McSweeney’s collaboration Lucky Peach—are finally ditching the feminine aesthetic to attract an audience of both genders.

“The notion that guys are into food is not new,” says Bon Appétit editor-in-chief Adam Rapoport, who’s been behind a recent rebranding of the magazine.