BEEF! A Lad Mag for Food Dudes

Beef In the wake of Gourmet's demise, does Germany's BEEF! represent the future of food magazine publishing?

The new magazine has positioned itself as an unsual hybrid of men's and food magazines, targeting a German demographic of "men who don't cook often, but well" between the ages of 30 and 54, according to publisher Gruner + Jahr.

On the blog Magtastic Blogsplosion, magazine editor Katie Krause calls BEEF! "like Esquire, but with meat instead of suits."

The emphasis is on technical aspects of cooking, slick photography and design, a smattering of sexy ladies, and stuff dudes can buy. In the words of the publisher:

BEEF! is for men who are interested in recipes –- as well as Tokyo's tuna market, the sharpness of knives and the water pressure in their espresso machine. For men who find noodles boring unless they've made them themselves.



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