Adam Roberts, the Amateur Gourmet, responds to Josh Ozersky’s (Grub Street) pronouncement that Bon Appetit will never be hip.
Adam’s response addresses the value in home cooking, which Josh seemingly denigrates. Adam doesn’t address the main point on whether Bon Appetit should try to be hip.
Josh makes several mistakes in his post. He makes faulty assumptions about who reads the magazine and why people use it (as shown by the comments to his post). He assumes that a repository of recipes is necessarily disconnected from the outside world. He projects a rather limited idea of what would make it hip. Although, he’s completely right in critizing the magazine’s attempt to skew younger by changing the logo.
If being hip means covering which celebrity chef has cellulite, then I hope it is never hip. If being hip means connecting a recipe to the outside world and giving it a context relevant to younger readers, then go for it.