“Bon Appétit’s” Lifestyle Epicurean Formula Is Working

04/23/2012

May marks the first anniversary of the BA relaunch under editor-in-chief (since November 2010) Adam Rapaport and vp/publisher (since January 2011) Pamela Drucker Mann.

It was then that the advertising mix changed drastically with more beauty, home, and travel, which seemed to fit well with Mann’s background as Glamour associate publisher. But it turns out that it fit better with Rapaport’s 10-year stint as Gentlemen’s Quarterly style editor. “Food is now the centerpiece of what I do, but it remains a lifestyle,” he says.

The result is that the 79 ad-page May 2012 “travel” issue is BA’s largest for the month in four years, with beauty (+56%), home (+20%), travel (+8%), and the endemic wine (+36%) being catalysts. “Our female-centric, 1.5 million rate base is older than that of Glamour and the other beauty magazines,” says Mann. “Lancôme, Maybelline, and Olay [all in the May issue] are reaching a new audience where food and appearance matter.”

Rapaport admits that the loaves of French bread on the Insider’s Guide to Paris cover may not be as delectable as the outdoor grilled food that will be in July or the perennial Thanksgiving turkey in November. But after “those occasional hassles with celebrities and their agents in GQ, the nice thing at BA is that only we do the biting. The subjects don’t bite back.”