A Recipe for a Successful Launch
Regarding content, there's a little something for everyone. A "30-Minute Meals" section will not only feature Ray's favorite recipes from her cookbooks, but also provide some new meal ideas created specifically for the magazine.
A travel section playfully called "Go Away!" offers suggestions like how to "Get Lost in San Diego," or "Run Away to Boulder."
The magazine is chock-full of information, warranting its $3.99 cover price, Guilfoyle attests. Readers "will absolutely get their money's worth," she notes.
Recipes and beautiful images of food will be a staple for the magazine, but Guilfoyle suggests they'll be presented in new and interesting ways. "One of the very unique differentiators, in my mind, is a section called, 'No Recipe Zone,' where, through pictures—just photographs—we demonstrate steps for prepping, cooking and assembling a dish. It's so easy to follow that there's no recipe required.
"Of course, for those readers who want to know exactly how much olive oil to use, or exactly how much milk, we'll be able to refer them [to] the Web site, where they can get the full recipe," Guilfoyle explains. "Many magazines focus on giving the recipe and then simply showing the food at the end—ta da! … Instead, we'll allow the readers to feel like they do when they watch Rachael's shows."
The companion Web site (www.RachaelRayMag.com) was launched a few weeks prior to the print edition and right away attracted more than 30,000 registered members. The site will be tied tightly to the publication; some—but not all—of the content offered in print will also appear in this electronic format. But the site will also offer content and features of its own—for example, an "Ask Rachael Anything" link.
Aesthetically, the magazine will be visually driven. Its "flavor" is fun, playful and engaging, but never too complicated or serious, Guilfoyle explains. "If you were to take Rachael's persona and translate it, somehow, into art direction, I think you'll find that we got it right on the first try."