The current Bon App is wall-to-wall recipes: goat-cheese crostini with blood-orange marmalade, beef tenderloin with port sauce, chocolate-panna-cotta layer cake. There is some travel and restaurant stuff and a few token “fast easy fresh” recipes, but basically this is the same stuff Gourmet was publishing in the sixties, plus lemongrass. There should be more about chefs and trends and ingredients and culinary culture. Bon Appétit chronicles the same fine-dining ghetto that people have been running away from at full speed for the last ten years.
So is it possible for a cooking magazine to be hip and frisky? Chow tries, but we still think the original concept behind it, which was to be Maxim with food instead of girls, remains the great untried experiment. Once a magazine is a repository for recipes, it stops being exciting, unless someone figures out a way to attach it to the outside world. Bon Appétit is for people who eat in. No new typeface is going to fix that problem.