Bon Appétit
Bon Appétit is a monthly American food and entertaining magazine, that typically contains recipes, entertaining ideas, and wine reviews. Owned by Condé Nast, it is headquartered at the One World Trade Center in Manhattan, New York City and has been in publication since 1956. Bon Appétit has been recognized for increasing its online presence in recent years through the use of social media, publishing recipes on their website, and maintaining an increasingly popular YouTube channel.
The magazine was started in 1956 as a liquor store giveaway and became a bimonthly magazine in December 1956 in Chicago. It was acquired by M. Frank Jones of Kansas City, Missouri in 1965. Jones was owner, editor and publisher until 1970 when he sold the magazine to the Pillsbury Company, who sold it to Knapp Communications, publishers of Architectural Digest, in 1975. Jones remained with the magazine through both of these transfers, and it was at this time that Jones requested Paige Rense, the editor of Architectural Digest at the time, assist in editing the publication. Together, they converted the magazine from a giveway into a subscription-based, monthly magazine, as it remains today. Rense becoming the editor-in-chief in 1976. Condé Nast Publications, the current owners, purchased Knapp Communications in 1993. Its sister publication was Gourmet, before the latter was discontinued in October 2009.
The magazine's headquarters,was moved from Los Angeles to New York City in early 2011. Concurrent with the move, Barbara Fairchild, the editor since 2000, was succeeded by editor Adam Rapoport, who was previously the Style Editor at Condé Nast's GQ magazine.[6] Prior to joining GQ, Rapoport edited the restaurant section at Time Out New York and worked as an editor and writer for the James Beard Foundation's publications office.
For the print edition, Condé Nast reported 1,452,953 paid subscriptions and 88,516 single copies in 2012 for the period ending November 2012. The median age of its audience was 48.4, of which 74% were female. Also, 46% of readers had college degrees, 36% were professional or managerial employment, and 59% were married.
Bon Appétit's "Bite me" advertising campaign in 2011 had an estimated $500,000 budget that included print and online ads, billboards, posters, and sweepstakes. The ad campaign came after a period of "sluggish performance" since its sibling magazine Gourmet was cancelled in 2009, during which a limited number of readers and advertisers shifted to Bon Appétit. During the same period, other food magazines, such as Every Day With Rachael Ray and Food Network Magazine thrived. Bon Appétit sold 632 ad pages in 2012, which was a one percent increase from 625 ad pages sold in 2009 but a decline of 27 percent from the 867 ad pages sold in 2008.
In recent years, Bon Appétit has increased their web presence through the use of social media, their website, and their YouTube channel. From 2018 to 2019, Bon Appétit saw a 40 percent increase in video revenue and a 64 percent increase in subscriptions generated from digital channels such as social media plugs, podcasts, and newsletters. The company has begun efforts to leverage the popularity of Bon Appétit's YouTube and streaming channels towards increasing magazine readership. This included the November 2019 edition of the magazine, which had eight separate covers featuring the staff of the Bon Appétit Test Kitchen seen on the channels. As well, advertiser interest has increased, with many companies being drawn to the connections the shows’ hosts have with their audience. These companies have included Goose Island Beer, The Mushroom Council, Mitsubishi, Kerrygold and Glossier.
In June 2020, Adam Rapoport resigned as editor-in-chief after a photo of him in brownface resurfaced online and sparked widespread criticism. Rapoport also received criticism after food editor Sohla El-Waylly accused the magazine of discriminating towards employees of color, claiming they were subject to lesser pay than their non-minority counterparts
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