The May Issue: A New Direction for Bon Appétit?

(Image credit: Apartment Therapy)

Bon Appétit has seen a lot of changes in the last year, from its cross-country relocation to the appointment of former GQ style editor Adam Rapoport to editor-in-chief. Is the magazine’s content going to get the same kind of shake-up?

Judging from a recent interview with Rapoport, beginning next month we can expect a whole new Bon Appétit.

Speaking with Women’s Wear Daily, Rapoport said that although “time-tested cooking advice” is the foundation of the magazine, he wants it to have a “buzziness” that it currently lacks. With a mostly female readership with a median age of 49, the new Bon Appétit will juggle trying to keep longtime readers happy while also publishing content that appeals to men and food blog readers, two groups Rapoport would like to reach.

The May issue of the magazine has an exclusive excerpt of Gabrielle Hamilton’s memoir, Blood, Bones & Butter, as well as a first look at David Chang’s new iPad app. Noted chefs may not be the only famous faces in the magazine; the New York Post reports that Gwyneth Paltrow will grace the next cover.

Will all of these changes attract the younger, hipper, more masculine audience Rapoport is looking for? Only time will tell. But we’re certainly more excited about seeing the next issue of Bon Appétit than we’ve ever been before.

Check it out: Adam Rapoport Dishes on Bon Appétit – WWD

As readers of food blogs and members of Bon Appétit’s new target audience, what would motivate you to become a subscriber? If you are already a fan of the magazine, what do you think of the upcoming changes?

(Image: Bon Appétit)