Jamila Robinson explains why Bon Appétit is getting into sports, relationships and subscription boxes
Jul 9, 2024
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Jamila Robinson, Editor-in-chief of Bon Appétit and Epicurious, discusses expanding Bon Appétit's coverage to include sports and relationships, launching a monthly subscription box, and appealing to a modern audience by challenging traditional cooking norms.
Bon Appétit expands coverage to include sports and relationships for diverse audience engagement.
Launch of Cook with Bon Appétit subscription box emphasizes curated ingredients and recipes for user connection.
Deep dives
Connecting Food and Summer Vibes
During the podcast conversation, the hosts expressed their love for summer vibes and the pursuit of the perfect drink while exploring various spots like Smorgasbarr and bar taco for the ideal setting and drinks to enjoy the season.
Exploring Bon Appetit's Innovations
Discussion with Jamila Robinson, editor-in-chief of Bon Appetit and Epicurious, highlighted their recent launches, emphasizing a sports-themed issue showcasing food in stadiums and a new monthly subscription box focusing on unique ingredients and recipes.
Evolution of Content Strategy
Robinson emphasized the importance of storytelling in shaping audience engagement, focusing on cultural aspects in cooking, how food connects society, and the impact of technology in transforming cooking experiences.
Expansion into Culinary Subscriptions
The talk revealed Bon Appetit's venture into a monthly subscription box, 'Cook with Bon Appetit,' aimed at providing exclusive recipes, curated ingredients, and enhancing users' cooking skills by creating a deeper relationship with food brands and products.
It’s been a busy summer for Bon Appétit and Epicurious’ editor-in-chief Jamila Robinson, who stepped into the top editor role last September.
Amid changing algorithms and impacts to search traffic, Robinson is prioritizing relationship building between audiences and Condé Nast’s cooking brands by expanding the coverage of food to include categories like sports and relationships, challenging the idea of “traditional” cooking and building new subscriber products.
Bon Appétit took a page from its sibling brand Allure to create a subscription business similar to Allure’s Beauty Box, but with a cooking twist. This month, the Cook with Bon Appétit monthly subscription box launched, priced at $34 per month, $96 per quarter or $336 per year, providing subscribers with five editorially selected ingredients, five recipes using each ingredient, video instructions and a digital subscription to Bon Appétit and Epicurious.
On the latest episode of the Digiday Podcast, Robinson talks about the new Sports issue of Bon Appétit, hitting newsstands today, as well as widening the aperture of cooking culture and lifestyle that the magazine covers to appeal to a modern audience.
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