Gourmet Gone? ….Phooey!
I read the brief blurb in the paper this morning and then checked online for more info. It’s true. The magazine that moved so many of us to experiment in the kitchen and to eat in the dining room is going to be kaput after the November issue. I’m steamed. You’d think they’d at least do the December issue for that even 12 I’d paid for! In fact, I probably have another two years on the subscription!
Actually, I’m feeling more bereft than anything, but I’ve long felt the shift in the magazine’s ads from beautiful tableware to cars and casinos. And sometimes, it felt more like a travel magazine than a food magazine. So what went wrong? Was it really just the upscale aspect to the publication or was it that the upscale stuff wasn’t attainable by those who had aspirations? Or did the magazine no longer inspire aspirations to an elegant life?
Once upon a time, I eagerly opened the new Gourmet to the centerfold. There would be a table beautifully set with food that made my mouth water. The centerfold gave me ideas, just like it did every other reader. The ads weren’t chock-a-block with luxury vehicles and vacation resorts, but rather with beautiful china and silver and “smaller” luxuries - affordable luxuries like perfume or chocolates. Those centerfolds from the old days would make Martha Stewart look like the bush league. And none of it involved a glue gun or a trip to the craft store.
The recipes improved in terms of the layout when they started putting the ingredient list at the top, but other than that, it was still good food that stretched the willing cook’s skills. I learned a lot by making Gourmet’s recipes, and I certainly expanded my batterie de cuisine! Ads for Le Creuset had me hunting around for the elusive pots, and when a cut-rate kitchen store opened in Chicago, I finally acquired a large brown pot. Until a bad electric eye on a stove in a rented house ruined it, many a delicious concoction came from that pot.
There were two things that came to my mailbox in those days that were enough to pull me out of the doldrums - the Williams-Sonoma catalog and Gourmet. Each one sold me a lifestyle that I live today. Good dinners, the tools for making those good dinners and a creative outlet like no other.
I suspended my subscription for a while because Gourmet became more of a travel magazine than a food magazine. I got sick of endless articles about European hotels and restaurants. School teachers in Virginia can relate to how that wouldn’t blow up my skirt. In the same way, I parted company with Bon Appetit because I got sick of the endless parties with skinny hostesses making really stupid food. Photos of women “cooking” in their ubiquitous silk blouses and gold chains kind of wore out their welcome. If you can’t look at the scene and imagine any of it showing up on your own table, it’s time to rethink the need for that magazine. It didn’t float my boat.
So while I can admit to having a wandering eye, I also returned to the fold in both cases. And I have my ideas as to why Gourmet didn’t make the cut. The publishers weren’t making money from the advertising, and in this day and age, there was a shift that needed to be made and they were too slow to catch on. The demise of the English china manufacturing is a case in point. No one was hitting their marks when it came to being the trend setters, as opposed to keeping up with trends.
The future for Gourmet wasn’t with us old broads. It was with the young ones whose moms weren’t big on throwing dinner parties. They needed to be bringing them along, showing them a lifestyle of elegance that was attainable. It was all about using the good china more often, and it was all about the concept that if you equip yourself with good tools, you can make anything.
My dad never minded that I raided his tools. I generally never took anything that was expensive, opting instead for old stuff I thought he’d never miss. He laughed about it once to a friend, saying, “As long as she doesn’t find the good hammer, I don’t care what she swipes. Sooner or later she’ll want good tools and she can buy them herself, but my old shit will get ‘er started.” That was a good lesson for me. I cleared out his inventory and he bought newer and better! When I wanted to upgrade my kitchen tools, the church jumble sale reaped the benefits.
So, no fabulous place settings, no centerfold and the old elan of Gourmet got lost and then they wondered why the magazine failed to make it. One of these days, they’ll figure it out. Thank heaven there is still Fine Cooking!