Save Me the Plums - Ruth Reichl Page 0,75
standalone site. I presented data about recipes being the most wanted content on the Web. Si didn’t care. My talk about Web advertising strategies interested him not at all. After each session I stomped back to my office to sit by, impotent and angry, as Epicurious siphoned off our recipes.
I did not fume alone. Everyone at Gourmet hated Epicurious. They were our archenemy. “We’re getting robbed!” Zanne complained. “And what’s worse is the way our recipes get tossed in with all the others as if there was no difference between us and Parade, Self….” Morosely, she listed all the other publications whose recipes lived on Epicurious. “At least Bon Appétit has a test kitchen,” she said darkly, “but some of the others…” I thought of our insane testing process and the vast amounts of money we spent ensuring that our recipes were absolutely foolproof.
When I complained to Chuck, over yet another bland lunch, he sighed deeply. “I hear the same thing from Anna Wintour,” he said. “You both want to support your brands with standalone sites. I certainly understand, but Si won’t budge.”
I don’t know what made Si change his mind, but when he finally did, he came in person to deliver the news. “I want you to create gourmet as quickly as possible,” he said as he sat down.
In my excitement, I began to babble. “You won’t be sorry; we’re going to create the best food site on the Web. We’ve got so many ideas! We’re going to hire a videographer and put webcams in the kitchen so readers can get to know the cooks; I was thinking we might even script a little show and call it Soup Opera. Just a few minutes from the kitchen every day. And we’ll create an online course: ‘Learn to Cook with Gourmet.’ ”
Was that a smile? Hard to tell. “That could be lucrative,” he said cautiously.
“We’ll go behind the scenes of all the restaurants we review,” I rushed on, “take cameras right into the kitchens. We’ll get our foreign correspondents to send daily dispatches from every corner of the world. We’ll put up episodes of our television show, Diary of a Foodie. And then of course there’s all the great content from the past….”
Si’s face told me I was talking too fast, that he found my enthusiasm frightening. I reined myself in, tried to slow down. “Our recipes alone should quickly build traffic; everybody knows they’re the best-tested and most reliable recipes in the world.”
Si fidgeted, looking more uncomfortable than usual. “No,” he said.
“No?”
“You can’t have your recipes.”
“Excuse me?” I struggled to understand what he was saying.
“Every recipe published in Gourmet belongs to Epicurious. That will not change.”
For a moment I was too stunned to speak. When I’d mastered my emotions I squeaked, “Are you telling me you want us to create a website without recipes? I’m sorry, but that’s insane!”
Si drew himself up. “Epicurious,” he said with regal deliberation, “is the oldest recipe site on the Web. It is very successful.” He rose, ponderously, from the chair. “It will continue as in the past.” He turned toward the door; the audience was over.
“Wait!” I couldn’t not try. “What if we put the recipes up on both Epicurious and gourmet?”
“That risks cannibalizing their traffic, and we don’t want to do anything to jeopardize our most successful website. When readers want recipes, we’ll just redirect the traffic from Gourmet to Epicurious.” He had reached the door now, but he turned to throw me a bone.
“Any extra recipes you create,” he said graciously, “anything that hasn’t run in the book, are yours to use as you see fit.” His smile suggested I should be grateful for this gift.
* * *
—
“IT’S A DISASTER!” Doc was appalled.
“Worse than that,” said Larry gloomily. “It could destroy us. Building a website and staffing it is going to cost a fortune; I’ve been working on the figures. How are we supposed to make it back if the recipes live on Epicurious? They’ll get all the ads.” He darted out of the office and returned with a handful of documents.
“Do you want to know how much we spend on creating the recipes?”
“No,” I said. He didn’t have to tell me that the meticulous Gourmet system ate up a small fortune.
Larry ignored me. “The kitchen budget is huge. Salaries for twelve cooks, three dishwashers, a photographer, and his assistant. Food costs alone run more than a hundred grand a year. Props for photographs. Corporate charges for the kitchen. Not