Do you think having a substantial presence on Instagram and/or TikTok is the necessary pipeline for food writers to gain subscribers on Substack? Or can it be done w/o that true “media” presence coming first?
In reading your takes I think the woman who’s done an amazing job at this is Molly Baz. Even when she was at Bon App she had a very clear aesthetic (she did a bunch of apron collabs in bright primary colors), specific language (cae sal). She took all of those things and really branded it. Even her house is part of that. I believe her husband is a CD so they do make an ultimate power couple for the time. She’s probably the model for how to monetize this successfully. Clare de Boer is another person who’s done this really well (hi Clare, I love king!)
I worked at Food52 on the commerce side in 2020-2021 and was v confused about food media and still am. like they had the same people under contract as their direct competitors?
I somehow did not click to the fact that you wrote the Shoppy Shop piece. I sent that to at least four people when it came out because I felt like it explained why every (non-food) boutique between San Antonio and Austin look alike. It's all Shoppy Shop!
this was incredible and captured my exact feelings of the messiness that's unfolded in food media. obsessively waiting by my mailbox and reading every page of BA, Saveur + Gourmet feels like an entirely different lifetime. thank you for all you do <3
Do you think having a substantial presence on Instagram and/or TikTok is the necessary pipeline for food writers to gain subscribers on Substack? Or can it be done w/o that true “media” presence coming first?
Thanks for the in depth food media reporting!
In reading your takes I think the woman who’s done an amazing job at this is Molly Baz. Even when she was at Bon App she had a very clear aesthetic (she did a bunch of apron collabs in bright primary colors), specific language (cae sal). She took all of those things and really branded it. Even her house is part of that. I believe her husband is a CD so they do make an ultimate power couple for the time. She’s probably the model for how to monetize this successfully. Clare de Boer is another person who’s done this really well (hi Clare, I love king!)
I worked at Food52 on the commerce side in 2020-2021 and was v confused about food media and still am. like they had the same people under contract as their direct competitors?
My fun fact is that I went to summer camp with Paris
Lol I mentioned your letter in my BoF interview!!
I somehow did not click to the fact that you wrote the Shoppy Shop piece. I sent that to at least four people when it came out because I felt like it explained why every (non-food) boutique between San Antonio and Austin look alike. It's all Shoppy Shop!
Alison is BACK BABY
Speaking of Emily's Fragrance Corner - have you read: miccaeli.substack.com ?
8000 words on the phenomenon of Baccrat Rouge and I ate up every bit. Her piece on Le Labo is also god tier 'fume writing
ps love you, Paris <3
this was incredible and captured my exact feelings of the messiness that's unfolded in food media. obsessively waiting by my mailbox and reading every page of BA, Saveur + Gourmet feels like an entirely different lifetime. thank you for all you do <3
Damn. This is Mega Newsletter. Awesome.
You’re so good at what you do Emily! LOVED reading along 🙌