menu

Super Chef David Chang Lobs A Big Fat Juicy Peach At The Publishing Industry

Super Chef David Chang Lobs A Big Fat Juicy Peach At The Publishing Industry
Advertising

Despite the faltering publishing industry that has been forcing many magazines to fold, super chef David Chang and McSweeney's launch a 174-page magazine and iPad app with no ads to buck the trend.

Caroline Ku
  • 5 august 2011

In the midst of a magazine depression, star chef David Chang of the Momofuku restaurants in New York City slams a 174-page food magazine with zero advertising on newsstands across the country.

And it’s deliciously good.

Lucky Peach, the name of the magazine and the English translation of Momofuku, is a delicacy compared to other food magazines. The writing is passionate and conversational. It’s informative and educational. The magazine has been doodled all over and most importantly, it doesn’t present food as some sort of home decor the way Martha Stewart does.

Initially, the idea was to create a video series that would be available through an iPad app. But further discussions led it to be both—a quarterly print magazine and iPad app that focuses on a different food topic each issue.

The first, is all about ramen with an iPad version that features over 2 hours of video, 20-something recipes and a stop-motion animation. But it’s the combination of both mediums that gives us a 360-degree look into the dynamic and food-centric world of Chang.

Now stir San Francisco publisher McSweeney’s with former NY Times columnist Peter Meehan. Then add Zero Point Zero Production for an A-list team. Mix editorial content with travelogue, 3-way conversations, comics and recipes. Season the experience with commentary from celebrity chefs Anthony Bourdain, Juan Mari Arzak and Wylie Dufresne, and you get something peachy keen.

First image by Barbara via Tigers and Strawberries.

Lucky Peach
Momofuku
McSweeney’s

Watch the fourth segment of the Future of PR Series, ‘Holistic Transmedia Storytelling,’ to learn how Golin Harris is using multi-channel campaigns to create the most effective output for their clients.

Advertising
Trending

Bringing Food Innovation To America's Crowded Milk Market

Food
Mobile Today

This Startup Wants To Digitize The Loose Coins In Your Pocket

CoinOut is a new app that lets you save your extra change from cash transactions as electronic funds

Advertising Today

McDonald’s Is Accepting Trash As Currency In Exchange For Burgers

An initiative in Stockholm is trying to keep streets clean while satisfying hunger

Trending

Get PSFK's Related Report: Future of Automotive

See All
Culture Today

Google Is Using Virtual Paper Airplanes To Bring People Closer Together

The tech giant released an app that lets people throw their good wishes out into the world on the International Day of Peace

Advertising Today

Get Paid For Traveling In San Francisco After Rush Hour

BART Perks rewards commuters who take early or late trains by giving them extra points to trade for money

Culture Today

Artist Designs Covers For Books That Don’t Exist

Published by the fictional "Specious Books," the subversive works facilitate a conversation regarding the artistic integrity of graphic designers

Work Today

Editorial Roundtable: The Arrival Of The People-First Workplace

Managed By Q, Soma, Workbar, Primary, AltSchool and thinkPARALLAX enumerate the reasons why companies need an employee-embracing workforce in order to exist

Financial Services Today

Device Makes Digital Currency Feel Tangible

The concept gadget wants you to experience the highs and lows of spending money

PSFK LABS REPORT

Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry
NEW

PSFK Op-Ed september 21, 2016

Creative Agency Founder: Using VR As A Race Relationship Tool

Maurice Bernstein, CEO and Founder of Giant Step, explores the value in transforming headsets from high-tech entertainment tools into empathy machines

PSFK Labs september 22, 2016

The Future Of Work: Why Innovation Is Every Employee’s Job

PSFK Labs sits down with management at Johnson & Johnson to learn how the company comes up with their next ‘big idea’

Advertising Today

Lyft Gives Free Rides To Those Who Have Had Too Much To Drink

Thanks to a new partnership between the ride sharing service and Budweiser, drunk passengers are able to receive free rides

Design & Architecture Today

Why Building Better Offices Is The Key To Employee Engagement

Interaction Designer and Audio-visual Technologist at ESI Design illustrates the value in creating environments filled with surprise and delight

Augmented / Virtual Reality Today

NBC Is Planning To Stream The Presidential Debates In Virtual Reality

Partnering with AltspaceVR, the broadcaster offers another way for Americans to engage with the election season

Travel Today

What Happens When An Entire Airport Terminal Rebrands Itself?

JFK's Terminal 4 underwent a dramatic design facelift to guide and delight travelers

Home september 23, 2016

Watch This Fire Pit Dance Along To Your Favorite Song

Music City Fire is a system that is designed to flicker in time to ambient music

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

Automotive september 23, 2016

Slick GPS Navigator Gives Directions To Moped Riders

This small, round device attaches to a sideview mirror to display maps for safer traveling

Home september 23, 2016

A Clock That Beautifully Manages Your Information Overload

The wall-mounted timekeeper is made to help people maintain focus and stay up to date with their appointments

Arts & Culture september 23, 2016

Performance Piece Blends Dancers Into Folds Of Light

The work provides commentary on the increasing connection between programmed and analog dimensions

No search results found.