Traditional recipes

Brunch at New York City’s Wallflower: A Stand-Out Meal

Brunch at New York City’s Wallflower: A Stand-Out Meal

Once you get to know a “wallflower,” all sorts of wonderful secrets are revealed.

At least, that's the way that owner Jason Soloway sees it, which is why he chose the name for his petite venue tucked away on a side street in the West Village.

The decor is warm, comfortable, and full of subtle floral elements. The ceiling, for one, is covered with flowery tiles and painted gold by, as Soloway described him, “some dude from Brooklyn that didn't like to wear shoes, but knew his way around a paint brush and charged a lot of money” to warmly reflect the candlelight in the restaurant.

As for the food, new executive chef Derrick Paez has designed a sumptuous brunch menu that can easily be coursed out for a leisurely two-hour meal.

Start with the homemade pain perdu made with drunken cream, Nutella, and strawberry jam; the dish is decadent, but not nauseatingly sweet. All of that sugar will surely make you crave the more savory bacon quesadilla, which is neat, clean, and flavorful, not your typical Mexican take-out item.

Or, you can to opt for the omelet, which is like cutting into a fluffy sleeping bag made of eggs that hold a compote of tomatoes and olives inside.

If you order just one thing though, make sure it’s the roasted half lobster made with sauce Américaine, creamy grits, and smoked cherry tomatoes. While the seasoning is very simple, those ingredients somehow create a velvety chocolate sauce.

The restaurant is celebrating their two-year anniversary on October 22, so be sure to stop by and say congrats — but please, keep your shoes on.


MIXED MEDIA No Food, Please, It's Foodieville

I HAVE to say that if I were the editor of the brand-new Foodie Magazine, I probably would have put Stephen Baldwin on the cover of the first issue.

After all, Mr. Baldwin epitomizes the reader that this food magazine wants to reach. He's a man, in his mid-30's and he doesn't cook. And in a short question-and-answer interview inside that avoided discussion of how bad the food really was at Alaia, his short-lived Manhattan restaurant, Mr. Baldwin eloquently summed up the appeal of a trendy, buzz-driven eatery: ''It can be a hell of a lot of fun.''

That's also the rallying cry for Foodie Magazine, which arrived in the last two weeks. More and more glossy food magazines are being crammed onto newsstands in these flush times in the first three months of this year, a dozen joined the 50 or so mainstream food titles already vying for the attention of the eating obsessed.

But Foodie manages to stand out. For one thing, it has no recipes: not for Foodie the prosaic coverage of, say, the best way to insert raw chicken into an oven to achieve an edible result, the sort of topic to which magazines like Gourmet and Fine Cooking -- and yes, even Mr. Food's Easy Cooking -- have devoted pages in recent issues.

With most food magazines, I know where I stand. When I see Gourmet, I think of my mother-in-law and her friends, all fine cooks, who learned in the 1960's the value of adding red wine to their pate -- and who still keep back issues on their coffee tables. Bon Appetit reminds me (again) that it's time to visit Italy, and Saveur nudges me to add more butter to that sauce -- O.K., cream, too -- because we should be good to ourselves.

Instead, everything about Foodie is a call to unite a new generation of groupies (the young, the hip, the testosterone-and-cash-laden) who avidly embrace the celebrity culture that surrounds food these days. I think this might explain the big photo of a tattooed chef who cooks for rock stars. And a spread on sushi that features more photos of scary, sharp knives than of actual food. And one hopes, the item extolling the virtues of a Web site called Chowhound.com, which Foodie describes as a 'ɻoundless, stream-of-consciousness dining diary,'' recounting eating excursions around the New York area.

I called Foodie's editor, Gus Floris, who confirmed the masculine slant. ''More and more, men are into food today,'' he said. ''They dig it because celebrity chefs like Bobby Flay and Emeril are making it cool.''

Five Weeknight Dishes

Emily Weinstein has menu suggestions for the week. There are thousands of ideas for what to cook waiting for you on New York Times Cooking.

    • The brilliant Kay Chun brings the flavors of Korean barbecue to the burger format in this recipe for Korean cheeseburgers.
    • Ali Slagle has a trick to get brash flavor on this ginger-lime chicken: using mayo in the marinade.
    • Yasmin Fahr stirs together thick yogurt, feta and Persian cucumbers to toss in this salmon and couscous salad.
    • This salad pizza with white beans and parmesan is a complete meal, inspired by California Pizza Kitchen.
    • The name yo po mian, a staple from the Shaanxi Province in China, means “oil-sprinkled noodles.”

    Apparently, they crave details of Steven Spielberg's breakfast routine in the Hamptons (he speed-walks to a local gourmet shop), or Frank Sinatra's tipping habits (heɽ give $100 to the bartender). And don't get me wrong. I am as interested as the next eater to learn that a former fashion editor at Elle magazine is the one to thank for the chichi swimming club decor at Isla, the hip Cuban restaurant in Greenwich Village. But is this sort of information -- a curious blend of People magazine meets Hulk Hogan -- enough to sustain a long-term audience?

    Quite possibly, said Samir Husni, a professor of journalism at the University of Mississippi who specialized in the magazine industry. ''This is a good time for magazines,'' he said. ''The unprofessional approach may work for them, if they can find enough people in the world who belong to the swinging club of food people.''

    The club president, Mr. Floris, is a former associate publisher of Sportswear International, an industry magazine, where he worked for 10 years. Mr. Floris, whose father owned Greek diners in New York City, said he yearned to create a magazine that would combine the glamour of the fashion industry with the hype surrounding the latest hot restaurants. In fact, he said he got the idea for the magazine's name four years ago. He recalled: ''I was sitting in a bar with a friend of mine who's a certified chef. He said, ⟊ll it Foodie, because that's what's happening now.' ''

    It may be a cultural phenomenon, but Mr. Floris is content to start small. After founding Morpheus Publishing Inc., and obtaining private financing, he hired a skeleton staff of five and put together the first issue of what he plans as a quarterly. With a print run of 52,000 copies, Mr. Floris said he expected to sell no more than 4,000 on newsstands at $3.95 a copy. He will mail another 25,000 to 'ɺ list of names I rented,'' and has also struck a deal with the online food retailer Fultonstreet .com to distribute 15,000 to customers.

    With the second issue, scheduled for Aug. 21, Mr. Floris plans to print 100,000 copies. The staff, he said, will remain lean. Not to sound picky, but he might consider hiring an additional copy editor: the first issue is riddled with misspellings and factual errors, like describing Quisp cereal as ''long gone.'' (It lives, Foodie, and it's a cult favorite among your target audience.)

    But in the end, I couldn't quibble with Mr. Floris's decision to put the rock star Sarah McLachlan and her hunky, peroxide-blond chef on the cover. He explained his logic: ''It's a perfect fit -- she's a celebrity and she's a lover of food. And they definitely appeal to the target audience.''

    Or put another way: She's a famous person who eats. And he's a tattooed person who cooks. In a culture obsessed with style and with eating, they cover almost all the angles. The only thing missing is food.


    MIXED MEDIA No Food, Please, It's Foodieville

    I HAVE to say that if I were the editor of the brand-new Foodie Magazine, I probably would have put Stephen Baldwin on the cover of the first issue.

    After all, Mr. Baldwin epitomizes the reader that this food magazine wants to reach. He's a man, in his mid-30's and he doesn't cook. And in a short question-and-answer interview inside that avoided discussion of how bad the food really was at Alaia, his short-lived Manhattan restaurant, Mr. Baldwin eloquently summed up the appeal of a trendy, buzz-driven eatery: ''It can be a hell of a lot of fun.''

    That's also the rallying cry for Foodie Magazine, which arrived in the last two weeks. More and more glossy food magazines are being crammed onto newsstands in these flush times in the first three months of this year, a dozen joined the 50 or so mainstream food titles already vying for the attention of the eating obsessed.

    But Foodie manages to stand out. For one thing, it has no recipes: not for Foodie the prosaic coverage of, say, the best way to insert raw chicken into an oven to achieve an edible result, the sort of topic to which magazines like Gourmet and Fine Cooking -- and yes, even Mr. Food's Easy Cooking -- have devoted pages in recent issues.

    With most food magazines, I know where I stand. When I see Gourmet, I think of my mother-in-law and her friends, all fine cooks, who learned in the 1960's the value of adding red wine to their pate -- and who still keep back issues on their coffee tables. Bon Appetit reminds me (again) that it's time to visit Italy, and Saveur nudges me to add more butter to that sauce -- O.K., cream, too -- because we should be good to ourselves.

    Instead, everything about Foodie is a call to unite a new generation of groupies (the young, the hip, the testosterone-and-cash-laden) who avidly embrace the celebrity culture that surrounds food these days. I think this might explain the big photo of a tattooed chef who cooks for rock stars. And a spread on sushi that features more photos of scary, sharp knives than of actual food. And one hopes, the item extolling the virtues of a Web site called Chowhound.com, which Foodie describes as a 'ɻoundless, stream-of-consciousness dining diary,'' recounting eating excursions around the New York area.

    I called Foodie's editor, Gus Floris, who confirmed the masculine slant. ''More and more, men are into food today,'' he said. ''They dig it because celebrity chefs like Bobby Flay and Emeril are making it cool.''

    Five Weeknight Dishes

    Emily Weinstein has menu suggestions for the week. There are thousands of ideas for what to cook waiting for you on New York Times Cooking.

      • The brilliant Kay Chun brings the flavors of Korean barbecue to the burger format in this recipe for Korean cheeseburgers.
      • Ali Slagle has a trick to get brash flavor on this ginger-lime chicken: using mayo in the marinade.
      • Yasmin Fahr stirs together thick yogurt, feta and Persian cucumbers to toss in this salmon and couscous salad.
      • This salad pizza with white beans and parmesan is a complete meal, inspired by California Pizza Kitchen.
      • The name yo po mian, a staple from the Shaanxi Province in China, means “oil-sprinkled noodles.”

      Apparently, they crave details of Steven Spielberg's breakfast routine in the Hamptons (he speed-walks to a local gourmet shop), or Frank Sinatra's tipping habits (heɽ give $100 to the bartender). And don't get me wrong. I am as interested as the next eater to learn that a former fashion editor at Elle magazine is the one to thank for the chichi swimming club decor at Isla, the hip Cuban restaurant in Greenwich Village. But is this sort of information -- a curious blend of People magazine meets Hulk Hogan -- enough to sustain a long-term audience?

      Quite possibly, said Samir Husni, a professor of journalism at the University of Mississippi who specialized in the magazine industry. ''This is a good time for magazines,'' he said. ''The unprofessional approach may work for them, if they can find enough people in the world who belong to the swinging club of food people.''

      The club president, Mr. Floris, is a former associate publisher of Sportswear International, an industry magazine, where he worked for 10 years. Mr. Floris, whose father owned Greek diners in New York City, said he yearned to create a magazine that would combine the glamour of the fashion industry with the hype surrounding the latest hot restaurants. In fact, he said he got the idea for the magazine's name four years ago. He recalled: ''I was sitting in a bar with a friend of mine who's a certified chef. He said, ⟊ll it Foodie, because that's what's happening now.' ''

      It may be a cultural phenomenon, but Mr. Floris is content to start small. After founding Morpheus Publishing Inc., and obtaining private financing, he hired a skeleton staff of five and put together the first issue of what he plans as a quarterly. With a print run of 52,000 copies, Mr. Floris said he expected to sell no more than 4,000 on newsstands at $3.95 a copy. He will mail another 25,000 to 'ɺ list of names I rented,'' and has also struck a deal with the online food retailer Fultonstreet .com to distribute 15,000 to customers.

      With the second issue, scheduled for Aug. 21, Mr. Floris plans to print 100,000 copies. The staff, he said, will remain lean. Not to sound picky, but he might consider hiring an additional copy editor: the first issue is riddled with misspellings and factual errors, like describing Quisp cereal as ''long gone.'' (It lives, Foodie, and it's a cult favorite among your target audience.)

      But in the end, I couldn't quibble with Mr. Floris's decision to put the rock star Sarah McLachlan and her hunky, peroxide-blond chef on the cover. He explained his logic: ''It's a perfect fit -- she's a celebrity and she's a lover of food. And they definitely appeal to the target audience.''

      Or put another way: She's a famous person who eats. And he's a tattooed person who cooks. In a culture obsessed with style and with eating, they cover almost all the angles. The only thing missing is food.


      MIXED MEDIA No Food, Please, It's Foodieville

      I HAVE to say that if I were the editor of the brand-new Foodie Magazine, I probably would have put Stephen Baldwin on the cover of the first issue.

      After all, Mr. Baldwin epitomizes the reader that this food magazine wants to reach. He's a man, in his mid-30's and he doesn't cook. And in a short question-and-answer interview inside that avoided discussion of how bad the food really was at Alaia, his short-lived Manhattan restaurant, Mr. Baldwin eloquently summed up the appeal of a trendy, buzz-driven eatery: ''It can be a hell of a lot of fun.''

      That's also the rallying cry for Foodie Magazine, which arrived in the last two weeks. More and more glossy food magazines are being crammed onto newsstands in these flush times in the first three months of this year, a dozen joined the 50 or so mainstream food titles already vying for the attention of the eating obsessed.

      But Foodie manages to stand out. For one thing, it has no recipes: not for Foodie the prosaic coverage of, say, the best way to insert raw chicken into an oven to achieve an edible result, the sort of topic to which magazines like Gourmet and Fine Cooking -- and yes, even Mr. Food's Easy Cooking -- have devoted pages in recent issues.

      With most food magazines, I know where I stand. When I see Gourmet, I think of my mother-in-law and her friends, all fine cooks, who learned in the 1960's the value of adding red wine to their pate -- and who still keep back issues on their coffee tables. Bon Appetit reminds me (again) that it's time to visit Italy, and Saveur nudges me to add more butter to that sauce -- O.K., cream, too -- because we should be good to ourselves.

      Instead, everything about Foodie is a call to unite a new generation of groupies (the young, the hip, the testosterone-and-cash-laden) who avidly embrace the celebrity culture that surrounds food these days. I think this might explain the big photo of a tattooed chef who cooks for rock stars. And a spread on sushi that features more photos of scary, sharp knives than of actual food. And one hopes, the item extolling the virtues of a Web site called Chowhound.com, which Foodie describes as a 'ɻoundless, stream-of-consciousness dining diary,'' recounting eating excursions around the New York area.

      I called Foodie's editor, Gus Floris, who confirmed the masculine slant. ''More and more, men are into food today,'' he said. ''They dig it because celebrity chefs like Bobby Flay and Emeril are making it cool.''

      Five Weeknight Dishes

      Emily Weinstein has menu suggestions for the week. There are thousands of ideas for what to cook waiting for you on New York Times Cooking.

        • The brilliant Kay Chun brings the flavors of Korean barbecue to the burger format in this recipe for Korean cheeseburgers.
        • Ali Slagle has a trick to get brash flavor on this ginger-lime chicken: using mayo in the marinade.
        • Yasmin Fahr stirs together thick yogurt, feta and Persian cucumbers to toss in this salmon and couscous salad.
        • This salad pizza with white beans and parmesan is a complete meal, inspired by California Pizza Kitchen.
        • The name yo po mian, a staple from the Shaanxi Province in China, means “oil-sprinkled noodles.”

        Apparently, they crave details of Steven Spielberg's breakfast routine in the Hamptons (he speed-walks to a local gourmet shop), or Frank Sinatra's tipping habits (heɽ give $100 to the bartender). And don't get me wrong. I am as interested as the next eater to learn that a former fashion editor at Elle magazine is the one to thank for the chichi swimming club decor at Isla, the hip Cuban restaurant in Greenwich Village. But is this sort of information -- a curious blend of People magazine meets Hulk Hogan -- enough to sustain a long-term audience?

        Quite possibly, said Samir Husni, a professor of journalism at the University of Mississippi who specialized in the magazine industry. ''This is a good time for magazines,'' he said. ''The unprofessional approach may work for them, if they can find enough people in the world who belong to the swinging club of food people.''

        The club president, Mr. Floris, is a former associate publisher of Sportswear International, an industry magazine, where he worked for 10 years. Mr. Floris, whose father owned Greek diners in New York City, said he yearned to create a magazine that would combine the glamour of the fashion industry with the hype surrounding the latest hot restaurants. In fact, he said he got the idea for the magazine's name four years ago. He recalled: ''I was sitting in a bar with a friend of mine who's a certified chef. He said, ⟊ll it Foodie, because that's what's happening now.' ''

        It may be a cultural phenomenon, but Mr. Floris is content to start small. After founding Morpheus Publishing Inc., and obtaining private financing, he hired a skeleton staff of five and put together the first issue of what he plans as a quarterly. With a print run of 52,000 copies, Mr. Floris said he expected to sell no more than 4,000 on newsstands at $3.95 a copy. He will mail another 25,000 to 'ɺ list of names I rented,'' and has also struck a deal with the online food retailer Fultonstreet .com to distribute 15,000 to customers.

        With the second issue, scheduled for Aug. 21, Mr. Floris plans to print 100,000 copies. The staff, he said, will remain lean. Not to sound picky, but he might consider hiring an additional copy editor: the first issue is riddled with misspellings and factual errors, like describing Quisp cereal as ''long gone.'' (It lives, Foodie, and it's a cult favorite among your target audience.)

        But in the end, I couldn't quibble with Mr. Floris's decision to put the rock star Sarah McLachlan and her hunky, peroxide-blond chef on the cover. He explained his logic: ''It's a perfect fit -- she's a celebrity and she's a lover of food. And they definitely appeal to the target audience.''

        Or put another way: She's a famous person who eats. And he's a tattooed person who cooks. In a culture obsessed with style and with eating, they cover almost all the angles. The only thing missing is food.


        MIXED MEDIA No Food, Please, It's Foodieville

        I HAVE to say that if I were the editor of the brand-new Foodie Magazine, I probably would have put Stephen Baldwin on the cover of the first issue.

        After all, Mr. Baldwin epitomizes the reader that this food magazine wants to reach. He's a man, in his mid-30's and he doesn't cook. And in a short question-and-answer interview inside that avoided discussion of how bad the food really was at Alaia, his short-lived Manhattan restaurant, Mr. Baldwin eloquently summed up the appeal of a trendy, buzz-driven eatery: ''It can be a hell of a lot of fun.''

        That's also the rallying cry for Foodie Magazine, which arrived in the last two weeks. More and more glossy food magazines are being crammed onto newsstands in these flush times in the first three months of this year, a dozen joined the 50 or so mainstream food titles already vying for the attention of the eating obsessed.

        But Foodie manages to stand out. For one thing, it has no recipes: not for Foodie the prosaic coverage of, say, the best way to insert raw chicken into an oven to achieve an edible result, the sort of topic to which magazines like Gourmet and Fine Cooking -- and yes, even Mr. Food's Easy Cooking -- have devoted pages in recent issues.

        With most food magazines, I know where I stand. When I see Gourmet, I think of my mother-in-law and her friends, all fine cooks, who learned in the 1960's the value of adding red wine to their pate -- and who still keep back issues on their coffee tables. Bon Appetit reminds me (again) that it's time to visit Italy, and Saveur nudges me to add more butter to that sauce -- O.K., cream, too -- because we should be good to ourselves.

        Instead, everything about Foodie is a call to unite a new generation of groupies (the young, the hip, the testosterone-and-cash-laden) who avidly embrace the celebrity culture that surrounds food these days. I think this might explain the big photo of a tattooed chef who cooks for rock stars. And a spread on sushi that features more photos of scary, sharp knives than of actual food. And one hopes, the item extolling the virtues of a Web site called Chowhound.com, which Foodie describes as a 'ɻoundless, stream-of-consciousness dining diary,'' recounting eating excursions around the New York area.

        I called Foodie's editor, Gus Floris, who confirmed the masculine slant. ''More and more, men are into food today,'' he said. ''They dig it because celebrity chefs like Bobby Flay and Emeril are making it cool.''

        Five Weeknight Dishes

        Emily Weinstein has menu suggestions for the week. There are thousands of ideas for what to cook waiting for you on New York Times Cooking.

          • The brilliant Kay Chun brings the flavors of Korean barbecue to the burger format in this recipe for Korean cheeseburgers.
          • Ali Slagle has a trick to get brash flavor on this ginger-lime chicken: using mayo in the marinade.
          • Yasmin Fahr stirs together thick yogurt, feta and Persian cucumbers to toss in this salmon and couscous salad.
          • This salad pizza with white beans and parmesan is a complete meal, inspired by California Pizza Kitchen.
          • The name yo po mian, a staple from the Shaanxi Province in China, means “oil-sprinkled noodles.”

          Apparently, they crave details of Steven Spielberg's breakfast routine in the Hamptons (he speed-walks to a local gourmet shop), or Frank Sinatra's tipping habits (heɽ give $100 to the bartender). And don't get me wrong. I am as interested as the next eater to learn that a former fashion editor at Elle magazine is the one to thank for the chichi swimming club decor at Isla, the hip Cuban restaurant in Greenwich Village. But is this sort of information -- a curious blend of People magazine meets Hulk Hogan -- enough to sustain a long-term audience?

          Quite possibly, said Samir Husni, a professor of journalism at the University of Mississippi who specialized in the magazine industry. ''This is a good time for magazines,'' he said. ''The unprofessional approach may work for them, if they can find enough people in the world who belong to the swinging club of food people.''

          The club president, Mr. Floris, is a former associate publisher of Sportswear International, an industry magazine, where he worked for 10 years. Mr. Floris, whose father owned Greek diners in New York City, said he yearned to create a magazine that would combine the glamour of the fashion industry with the hype surrounding the latest hot restaurants. In fact, he said he got the idea for the magazine's name four years ago. He recalled: ''I was sitting in a bar with a friend of mine who's a certified chef. He said, ⟊ll it Foodie, because that's what's happening now.' ''

          It may be a cultural phenomenon, but Mr. Floris is content to start small. After founding Morpheus Publishing Inc., and obtaining private financing, he hired a skeleton staff of five and put together the first issue of what he plans as a quarterly. With a print run of 52,000 copies, Mr. Floris said he expected to sell no more than 4,000 on newsstands at $3.95 a copy. He will mail another 25,000 to 'ɺ list of names I rented,'' and has also struck a deal with the online food retailer Fultonstreet .com to distribute 15,000 to customers.

          With the second issue, scheduled for Aug. 21, Mr. Floris plans to print 100,000 copies. The staff, he said, will remain lean. Not to sound picky, but he might consider hiring an additional copy editor: the first issue is riddled with misspellings and factual errors, like describing Quisp cereal as ''long gone.'' (It lives, Foodie, and it's a cult favorite among your target audience.)

          But in the end, I couldn't quibble with Mr. Floris's decision to put the rock star Sarah McLachlan and her hunky, peroxide-blond chef on the cover. He explained his logic: ''It's a perfect fit -- she's a celebrity and she's a lover of food. And they definitely appeal to the target audience.''

          Or put another way: She's a famous person who eats. And he's a tattooed person who cooks. In a culture obsessed with style and with eating, they cover almost all the angles. The only thing missing is food.


          MIXED MEDIA No Food, Please, It's Foodieville

          I HAVE to say that if I were the editor of the brand-new Foodie Magazine, I probably would have put Stephen Baldwin on the cover of the first issue.

          After all, Mr. Baldwin epitomizes the reader that this food magazine wants to reach. He's a man, in his mid-30's and he doesn't cook. And in a short question-and-answer interview inside that avoided discussion of how bad the food really was at Alaia, his short-lived Manhattan restaurant, Mr. Baldwin eloquently summed up the appeal of a trendy, buzz-driven eatery: ''It can be a hell of a lot of fun.''

          That's also the rallying cry for Foodie Magazine, which arrived in the last two weeks. More and more glossy food magazines are being crammed onto newsstands in these flush times in the first three months of this year, a dozen joined the 50 or so mainstream food titles already vying for the attention of the eating obsessed.

          But Foodie manages to stand out. For one thing, it has no recipes: not for Foodie the prosaic coverage of, say, the best way to insert raw chicken into an oven to achieve an edible result, the sort of topic to which magazines like Gourmet and Fine Cooking -- and yes, even Mr. Food's Easy Cooking -- have devoted pages in recent issues.

          With most food magazines, I know where I stand. When I see Gourmet, I think of my mother-in-law and her friends, all fine cooks, who learned in the 1960's the value of adding red wine to their pate -- and who still keep back issues on their coffee tables. Bon Appetit reminds me (again) that it's time to visit Italy, and Saveur nudges me to add more butter to that sauce -- O.K., cream, too -- because we should be good to ourselves.

          Instead, everything about Foodie is a call to unite a new generation of groupies (the young, the hip, the testosterone-and-cash-laden) who avidly embrace the celebrity culture that surrounds food these days. I think this might explain the big photo of a tattooed chef who cooks for rock stars. And a spread on sushi that features more photos of scary, sharp knives than of actual food. And one hopes, the item extolling the virtues of a Web site called Chowhound.com, which Foodie describes as a 'ɻoundless, stream-of-consciousness dining diary,'' recounting eating excursions around the New York area.

          I called Foodie's editor, Gus Floris, who confirmed the masculine slant. ''More and more, men are into food today,'' he said. ''They dig it because celebrity chefs like Bobby Flay and Emeril are making it cool.''

          Five Weeknight Dishes

          Emily Weinstein has menu suggestions for the week. There are thousands of ideas for what to cook waiting for you on New York Times Cooking.

            • The brilliant Kay Chun brings the flavors of Korean barbecue to the burger format in this recipe for Korean cheeseburgers.
            • Ali Slagle has a trick to get brash flavor on this ginger-lime chicken: using mayo in the marinade.
            • Yasmin Fahr stirs together thick yogurt, feta and Persian cucumbers to toss in this salmon and couscous salad.
            • This salad pizza with white beans and parmesan is a complete meal, inspired by California Pizza Kitchen.
            • The name yo po mian, a staple from the Shaanxi Province in China, means “oil-sprinkled noodles.”

            Apparently, they crave details of Steven Spielberg's breakfast routine in the Hamptons (he speed-walks to a local gourmet shop), or Frank Sinatra's tipping habits (heɽ give $100 to the bartender). And don't get me wrong. I am as interested as the next eater to learn that a former fashion editor at Elle magazine is the one to thank for the chichi swimming club decor at Isla, the hip Cuban restaurant in Greenwich Village. But is this sort of information -- a curious blend of People magazine meets Hulk Hogan -- enough to sustain a long-term audience?

            Quite possibly, said Samir Husni, a professor of journalism at the University of Mississippi who specialized in the magazine industry. ''This is a good time for magazines,'' he said. ''The unprofessional approach may work for them, if they can find enough people in the world who belong to the swinging club of food people.''

            The club president, Mr. Floris, is a former associate publisher of Sportswear International, an industry magazine, where he worked for 10 years. Mr. Floris, whose father owned Greek diners in New York City, said he yearned to create a magazine that would combine the glamour of the fashion industry with the hype surrounding the latest hot restaurants. In fact, he said he got the idea for the magazine's name four years ago. He recalled: ''I was sitting in a bar with a friend of mine who's a certified chef. He said, ⟊ll it Foodie, because that's what's happening now.' ''

            It may be a cultural phenomenon, but Mr. Floris is content to start small. After founding Morpheus Publishing Inc., and obtaining private financing, he hired a skeleton staff of five and put together the first issue of what he plans as a quarterly. With a print run of 52,000 copies, Mr. Floris said he expected to sell no more than 4,000 on newsstands at $3.95 a copy. He will mail another 25,000 to 'ɺ list of names I rented,'' and has also struck a deal with the online food retailer Fultonstreet .com to distribute 15,000 to customers.

            With the second issue, scheduled for Aug. 21, Mr. Floris plans to print 100,000 copies. The staff, he said, will remain lean. Not to sound picky, but he might consider hiring an additional copy editor: the first issue is riddled with misspellings and factual errors, like describing Quisp cereal as ''long gone.'' (It lives, Foodie, and it's a cult favorite among your target audience.)

            But in the end, I couldn't quibble with Mr. Floris's decision to put the rock star Sarah McLachlan and her hunky, peroxide-blond chef on the cover. He explained his logic: ''It's a perfect fit -- she's a celebrity and she's a lover of food. And they definitely appeal to the target audience.''

            Or put another way: She's a famous person who eats. And he's a tattooed person who cooks. In a culture obsessed with style and with eating, they cover almost all the angles. The only thing missing is food.


            MIXED MEDIA No Food, Please, It's Foodieville

            I HAVE to say that if I were the editor of the brand-new Foodie Magazine, I probably would have put Stephen Baldwin on the cover of the first issue.

            After all, Mr. Baldwin epitomizes the reader that this food magazine wants to reach. He's a man, in his mid-30's and he doesn't cook. And in a short question-and-answer interview inside that avoided discussion of how bad the food really was at Alaia, his short-lived Manhattan restaurant, Mr. Baldwin eloquently summed up the appeal of a trendy, buzz-driven eatery: ''It can be a hell of a lot of fun.''

            That's also the rallying cry for Foodie Magazine, which arrived in the last two weeks. More and more glossy food magazines are being crammed onto newsstands in these flush times in the first three months of this year, a dozen joined the 50 or so mainstream food titles already vying for the attention of the eating obsessed.

            But Foodie manages to stand out. For one thing, it has no recipes: not for Foodie the prosaic coverage of, say, the best way to insert raw chicken into an oven to achieve an edible result, the sort of topic to which magazines like Gourmet and Fine Cooking -- and yes, even Mr. Food's Easy Cooking -- have devoted pages in recent issues.

            With most food magazines, I know where I stand. When I see Gourmet, I think of my mother-in-law and her friends, all fine cooks, who learned in the 1960's the value of adding red wine to their pate -- and who still keep back issues on their coffee tables. Bon Appetit reminds me (again) that it's time to visit Italy, and Saveur nudges me to add more butter to that sauce -- O.K., cream, too -- because we should be good to ourselves.

            Instead, everything about Foodie is a call to unite a new generation of groupies (the young, the hip, the testosterone-and-cash-laden) who avidly embrace the celebrity culture that surrounds food these days. I think this might explain the big photo of a tattooed chef who cooks for rock stars. And a spread on sushi that features more photos of scary, sharp knives than of actual food. And one hopes, the item extolling the virtues of a Web site called Chowhound.com, which Foodie describes as a 'ɻoundless, stream-of-consciousness dining diary,'' recounting eating excursions around the New York area.

            I called Foodie's editor, Gus Floris, who confirmed the masculine slant. ''More and more, men are into food today,'' he said. ''They dig it because celebrity chefs like Bobby Flay and Emeril are making it cool.''

            Five Weeknight Dishes

            Emily Weinstein has menu suggestions for the week. There are thousands of ideas for what to cook waiting for you on New York Times Cooking.

              • The brilliant Kay Chun brings the flavors of Korean barbecue to the burger format in this recipe for Korean cheeseburgers.
              • Ali Slagle has a trick to get brash flavor on this ginger-lime chicken: using mayo in the marinade.
              • Yasmin Fahr stirs together thick yogurt, feta and Persian cucumbers to toss in this salmon and couscous salad.
              • This salad pizza with white beans and parmesan is a complete meal, inspired by California Pizza Kitchen.
              • The name yo po mian, a staple from the Shaanxi Province in China, means “oil-sprinkled noodles.”

              Apparently, they crave details of Steven Spielberg's breakfast routine in the Hamptons (he speed-walks to a local gourmet shop), or Frank Sinatra's tipping habits (heɽ give $100 to the bartender). And don't get me wrong. I am as interested as the next eater to learn that a former fashion editor at Elle magazine is the one to thank for the chichi swimming club decor at Isla, the hip Cuban restaurant in Greenwich Village. But is this sort of information -- a curious blend of People magazine meets Hulk Hogan -- enough to sustain a long-term audience?

              Quite possibly, said Samir Husni, a professor of journalism at the University of Mississippi who specialized in the magazine industry. ''This is a good time for magazines,'' he said. ''The unprofessional approach may work for them, if they can find enough people in the world who belong to the swinging club of food people.''

              The club president, Mr. Floris, is a former associate publisher of Sportswear International, an industry magazine, where he worked for 10 years. Mr. Floris, whose father owned Greek diners in New York City, said he yearned to create a magazine that would combine the glamour of the fashion industry with the hype surrounding the latest hot restaurants. In fact, he said he got the idea for the magazine's name four years ago. He recalled: ''I was sitting in a bar with a friend of mine who's a certified chef. He said, ⟊ll it Foodie, because that's what's happening now.' ''

              It may be a cultural phenomenon, but Mr. Floris is content to start small. After founding Morpheus Publishing Inc., and obtaining private financing, he hired a skeleton staff of five and put together the first issue of what he plans as a quarterly. With a print run of 52,000 copies, Mr. Floris said he expected to sell no more than 4,000 on newsstands at $3.95 a copy. He will mail another 25,000 to 'ɺ list of names I rented,'' and has also struck a deal with the online food retailer Fultonstreet .com to distribute 15,000 to customers.

              With the second issue, scheduled for Aug. 21, Mr. Floris plans to print 100,000 copies. The staff, he said, will remain lean. Not to sound picky, but he might consider hiring an additional copy editor: the first issue is riddled with misspellings and factual errors, like describing Quisp cereal as ''long gone.'' (It lives, Foodie, and it's a cult favorite among your target audience.)

              But in the end, I couldn't quibble with Mr. Floris's decision to put the rock star Sarah McLachlan and her hunky, peroxide-blond chef on the cover. He explained his logic: ''It's a perfect fit -- she's a celebrity and she's a lover of food. And they definitely appeal to the target audience.''

              Or put another way: She's a famous person who eats. And he's a tattooed person who cooks. In a culture obsessed with style and with eating, they cover almost all the angles. The only thing missing is food.


              MIXED MEDIA No Food, Please, It's Foodieville

              I HAVE to say that if I were the editor of the brand-new Foodie Magazine, I probably would have put Stephen Baldwin on the cover of the first issue.

              After all, Mr. Baldwin epitomizes the reader that this food magazine wants to reach. He's a man, in his mid-30's and he doesn't cook. And in a short question-and-answer interview inside that avoided discussion of how bad the food really was at Alaia, his short-lived Manhattan restaurant, Mr. Baldwin eloquently summed up the appeal of a trendy, buzz-driven eatery: ''It can be a hell of a lot of fun.''

              That's also the rallying cry for Foodie Magazine, which arrived in the last two weeks. More and more glossy food magazines are being crammed onto newsstands in these flush times in the first three months of this year, a dozen joined the 50 or so mainstream food titles already vying for the attention of the eating obsessed.

              But Foodie manages to stand out. For one thing, it has no recipes: not for Foodie the prosaic coverage of, say, the best way to insert raw chicken into an oven to achieve an edible result, the sort of topic to which magazines like Gourmet and Fine Cooking -- and yes, even Mr. Food's Easy Cooking -- have devoted pages in recent issues.

              With most food magazines, I know where I stand. When I see Gourmet, I think of my mother-in-law and her friends, all fine cooks, who learned in the 1960's the value of adding red wine to their pate -- and who still keep back issues on their coffee tables. Bon Appetit reminds me (again) that it's time to visit Italy, and Saveur nudges me to add more butter to that sauce -- O.K., cream, too -- because we should be good to ourselves.

              Instead, everything about Foodie is a call to unite a new generation of groupies (the young, the hip, the testosterone-and-cash-laden) who avidly embrace the celebrity culture that surrounds food these days. I think this might explain the big photo of a tattooed chef who cooks for rock stars. And a spread on sushi that features more photos of scary, sharp knives than of actual food. And one hopes, the item extolling the virtues of a Web site called Chowhound.com, which Foodie describes as a 'ɻoundless, stream-of-consciousness dining diary,'' recounting eating excursions around the New York area.

              I called Foodie's editor, Gus Floris, who confirmed the masculine slant. ''More and more, men are into food today,'' he said. ''They dig it because celebrity chefs like Bobby Flay and Emeril are making it cool.''

              Five Weeknight Dishes

              Emily Weinstein has menu suggestions for the week. There are thousands of ideas for what to cook waiting for you on New York Times Cooking.

                • The brilliant Kay Chun brings the flavors of Korean barbecue to the burger format in this recipe for Korean cheeseburgers.
                • Ali Slagle has a trick to get brash flavor on this ginger-lime chicken: using mayo in the marinade.
                • Yasmin Fahr stirs together thick yogurt, feta and Persian cucumbers to toss in this salmon and couscous salad.
                • This salad pizza with white beans and parmesan is a complete meal, inspired by California Pizza Kitchen.
                • The name yo po mian, a staple from the Shaanxi Province in China, means “oil-sprinkled noodles.”

                Apparently, they crave details of Steven Spielberg's breakfast routine in the Hamptons (he speed-walks to a local gourmet shop), or Frank Sinatra's tipping habits (heɽ give $100 to the bartender). And don't get me wrong. I am as interested as the next eater to learn that a former fashion editor at Elle magazine is the one to thank for the chichi swimming club decor at Isla, the hip Cuban restaurant in Greenwich Village. But is this sort of information -- a curious blend of People magazine meets Hulk Hogan -- enough to sustain a long-term audience?

                Quite possibly, said Samir Husni, a professor of journalism at the University of Mississippi who specialized in the magazine industry. ''This is a good time for magazines,'' he said. ''The unprofessional approach may work for them, if they can find enough people in the world who belong to the swinging club of food people.''

                The club president, Mr. Floris, is a former associate publisher of Sportswear International, an industry magazine, where he worked for 10 years. Mr. Floris, whose father owned Greek diners in New York City, said he yearned to create a magazine that would combine the glamour of the fashion industry with the hype surrounding the latest hot restaurants. In fact, he said he got the idea for the magazine's name four years ago. He recalled: ''I was sitting in a bar with a friend of mine who's a certified chef. He said, ⟊ll it Foodie, because that's what's happening now.' ''

                It may be a cultural phenomenon, but Mr. Floris is content to start small. After founding Morpheus Publishing Inc., and obtaining private financing, he hired a skeleton staff of five and put together the first issue of what he plans as a quarterly. With a print run of 52,000 copies, Mr. Floris said he expected to sell no more than 4,000 on newsstands at $3.95 a copy. He will mail another 25,000 to 'ɺ list of names I rented,'' and has also struck a deal with the online food retailer Fultonstreet .com to distribute 15,000 to customers.

                With the second issue, scheduled for Aug. 21, Mr. Floris plans to print 100,000 copies. The staff, he said, will remain lean. Not to sound picky, but he might consider hiring an additional copy editor: the first issue is riddled with misspellings and factual errors, like describing Quisp cereal as ''long gone.'' (It lives, Foodie, and it's a cult favorite among your target audience.)

                But in the end, I couldn't quibble with Mr. Floris's decision to put the rock star Sarah McLachlan and her hunky, peroxide-blond chef on the cover. He explained his logic: ''It's a perfect fit -- she's a celebrity and she's a lover of food. And they definitely appeal to the target audience.''

                Or put another way: She's a famous person who eats. And he's a tattooed person who cooks. In a culture obsessed with style and with eating, they cover almost all the angles. The only thing missing is food.


                MIXED MEDIA No Food, Please, It's Foodieville

                I HAVE to say that if I were the editor of the brand-new Foodie Magazine, I probably would have put Stephen Baldwin on the cover of the first issue.

                After all, Mr. Baldwin epitomizes the reader that this food magazine wants to reach. He's a man, in his mid-30's and he doesn't cook. And in a short question-and-answer interview inside that avoided discussion of how bad the food really was at Alaia, his short-lived Manhattan restaurant, Mr. Baldwin eloquently summed up the appeal of a trendy, buzz-driven eatery: ''It can be a hell of a lot of fun.''

                That's also the rallying cry for Foodie Magazine, which arrived in the last two weeks. More and more glossy food magazines are being crammed onto newsstands in these flush times in the first three months of this year, a dozen joined the 50 or so mainstream food titles already vying for the attention of the eating obsessed.

                But Foodie manages to stand out. For one thing, it has no recipes: not for Foodie the prosaic coverage of, say, the best way to insert raw chicken into an oven to achieve an edible result, the sort of topic to which magazines like Gourmet and Fine Cooking -- and yes, even Mr. Food's Easy Cooking -- have devoted pages in recent issues.

                With most food magazines, I know where I stand. When I see Gourmet, I think of my mother-in-law and her friends, all fine cooks, who learned in the 1960's the value of adding red wine to their pate -- and who still keep back issues on their coffee tables. Bon Appetit reminds me (again) that it's time to visit Italy, and Saveur nudges me to add more butter to that sauce -- O.K., cream, too -- because we should be good to ourselves.

                Instead, everything about Foodie is a call to unite a new generation of groupies (the young, the hip, the testosterone-and-cash-laden) who avidly embrace the celebrity culture that surrounds food these days. I think this might explain the big photo of a tattooed chef who cooks for rock stars. And a spread on sushi that features more photos of scary, sharp knives than of actual food. And one hopes, the item extolling the virtues of a Web site called Chowhound.com, which Foodie describes as a 'ɻoundless, stream-of-consciousness dining diary,'' recounting eating excursions around the New York area.

                I called Foodie's editor, Gus Floris, who confirmed the masculine slant. ''More and more, men are into food today,'' he said. ''They dig it because celebrity chefs like Bobby Flay and Emeril are making it cool.''

                Five Weeknight Dishes

                Emily Weinstein has menu suggestions for the week. There are thousands of ideas for what to cook waiting for you on New York Times Cooking.

                  • The brilliant Kay Chun brings the flavors of Korean barbecue to the burger format in this recipe for Korean cheeseburgers.
                  • Ali Slagle has a trick to get brash flavor on this ginger-lime chicken: using mayo in the marinade.
                  • Yasmin Fahr stirs together thick yogurt, feta and Persian cucumbers to toss in this salmon and couscous salad.
                  • This salad pizza with white beans and parmesan is a complete meal, inspired by California Pizza Kitchen.
                  • The name yo po mian, a staple from the Shaanxi Province in China, means “oil-sprinkled noodles.”

                  Apparently, they crave details of Steven Spielberg's breakfast routine in the Hamptons (he speed-walks to a local gourmet shop), or Frank Sinatra's tipping habits (heɽ give $100 to the bartender). And don't get me wrong. I am as interested as the next eater to learn that a former fashion editor at Elle magazine is the one to thank for the chichi swimming club decor at Isla, the hip Cuban restaurant in Greenwich Village. But is this sort of information -- a curious blend of People magazine meets Hulk Hogan -- enough to sustain a long-term audience?

                  Quite possibly, said Samir Husni, a professor of journalism at the University of Mississippi who specialized in the magazine industry. ''This is a good time for magazines,'' he said. ''The unprofessional approach may work for them, if they can find enough people in the world who belong to the swinging club of food people.''

                  The club president, Mr. Floris, is a former associate publisher of Sportswear International, an industry magazine, where he worked for 10 years. Mr. Floris, whose father owned Greek diners in New York City, said he yearned to create a magazine that would combine the glamour of the fashion industry with the hype surrounding the latest hot restaurants. In fact, he said he got the idea for the magazine's name four years ago. He recalled: ''I was sitting in a bar with a friend of mine who's a certified chef. He said, ⟊ll it Foodie, because that's what's happening now.' ''

                  It may be a cultural phenomenon, but Mr. Floris is content to start small. After founding Morpheus Publishing Inc., and obtaining private financing, he hired a skeleton staff of five and put together the first issue of what he plans as a quarterly. With a print run of 52,000 copies, Mr. Floris said he expected to sell no more than 4,000 on newsstands at $3.95 a copy. He will mail another 25,000 to 'ɺ list of names I rented,'' and has also struck a deal with the online food retailer Fultonstreet .com to distribute 15,000 to customers.

                  With the second issue, scheduled for Aug. 21, Mr. Floris plans to print 100,000 copies. The staff, he said, will remain lean. Not to sound picky, but he might consider hiring an additional copy editor: the first issue is riddled with misspellings and factual errors, like describing Quisp cereal as ''long gone.'' (It lives, Foodie, and it's a cult favorite among your target audience.)

                  But in the end, I couldn't quibble with Mr. Floris's decision to put the rock star Sarah McLachlan and her hunky, peroxide-blond chef on the cover. He explained his logic: ''It's a perfect fit -- she's a celebrity and she's a lover of food. And they definitely appeal to the target audience.''

                  Or put another way: She's a famous person who eats. And he's a tattooed person who cooks. In a culture obsessed with style and with eating, they cover almost all the angles. The only thing missing is food.


                  MIXED MEDIA No Food, Please, It's Foodieville

                  I HAVE to say that if I were the editor of the brand-new Foodie Magazine, I probably would have put Stephen Baldwin on the cover of the first issue.

                  After all, Mr. Baldwin epitomizes the reader that this food magazine wants to reach. He's a man, in his mid-30's and he doesn't cook. And in a short question-and-answer interview inside that avoided discussion of how bad the food really was at Alaia, his short-lived Manhattan restaurant, Mr. Baldwin eloquently summed up the appeal of a trendy, buzz-driven eatery: ''It can be a hell of a lot of fun.''

                  That's also the rallying cry for Foodie Magazine, which arrived in the last two weeks. More and more glossy food magazines are being crammed onto newsstands in these flush times in the first three months of this year, a dozen joined the 50 or so mainstream food titles already vying for the attention of the eating obsessed.

                  But Foodie manages to stand out. For one thing, it has no recipes: not for Foodie the prosaic coverage of, say, the best way to insert raw chicken into an oven to achieve an edible result, the sort of topic to which magazines like Gourmet and Fine Cooking -- and yes, even Mr. Food's Easy Cooking -- have devoted pages in recent issues.

                  With most food magazines, I know where I stand. When I see Gourmet, I think of my mother-in-law and her friends, all fine cooks, who learned in the 1960's the value of adding red wine to their pate -- and who still keep back issues on their coffee tables. Bon Appetit reminds me (again) that it's time to visit Italy, and Saveur nudges me to add more butter to that sauce -- O.K., cream, too -- because we should be good to ourselves.

                  Instead, everything about Foodie is a call to unite a new generation of groupies (the young, the hip, the testosterone-and-cash-laden) who avidly embrace the celebrity culture that surrounds food these days. I think this might explain the big photo of a tattooed chef who cooks for rock stars. And a spread on sushi that features more photos of scary, sharp knives than of actual food. And one hopes, the item extolling the virtues of a Web site called Chowhound.com, which Foodie describes as a 'ɻoundless, stream-of-consciousness dining diary,'' recounting eating excursions around the New York area.

                  I called Foodie's editor, Gus Floris, who confirmed the masculine slant. ''More and more, men are into food today,'' he said. ''They dig it because celebrity chefs like Bobby Flay and Emeril are making it cool.''

                  Five Weeknight Dishes

                  Emily Weinstein has menu suggestions for the week. There are thousands of ideas for what to cook waiting for you on New York Times Cooking.

                    • The brilliant Kay Chun brings the flavors of Korean barbecue to the burger format in this recipe for Korean cheeseburgers.
                    • Ali Slagle has a trick to get brash flavor on this ginger-lime chicken: using mayo in the marinade.
                    • Yasmin Fahr stirs together thick yogurt, feta and Persian cucumbers to toss in this salmon and couscous salad.
                    • This salad pizza with white beans and parmesan is a complete meal, inspired by California Pizza Kitchen.
                    • The name yo po mian, a staple from the Shaanxi Province in China, means “oil-sprinkled noodles.”

                    Apparently, they crave details of Steven Spielberg's breakfast routine in the Hamptons (he speed-walks to a local gourmet shop), or Frank Sinatra's tipping habits (heɽ give $100 to the bartender). And don't get me wrong. I am as interested as the next eater to learn that a former fashion editor at Elle magazine is the one to thank for the chichi swimming club decor at Isla, the hip Cuban restaurant in Greenwich Village. But is this sort of information -- a curious blend of People magazine meets Hulk Hogan -- enough to sustain a long-term audience?

                    Quite possibly, said Samir Husni, a professor of journalism at the University of Mississippi who specialized in the magazine industry. ''This is a good time for magazines,'' he said. ''The unprofessional approach may work for them, if they can find enough people in the world who belong to the swinging club of food people.''

                    The club president, Mr. Floris, is a former associate publisher of Sportswear International, an industry magazine, where he worked for 10 years. Mr. Floris, whose father owned Greek diners in New York City, said he yearned to create a magazine that would combine the glamour of the fashion industry with the hype surrounding the latest hot restaurants. In fact, he said he got the idea for the magazine's name four years ago. He recalled: ''I was sitting in a bar with a friend of mine who's a certified chef. He said, ⟊ll it Foodie, because that's what's happening now.' ''

                    It may be a cultural phenomenon, but Mr. Floris is content to start small. After founding Morpheus Publishing Inc., and obtaining private financing, he hired a skeleton staff of five and put together the first issue of what he plans as a quarterly. With a print run of 52,000 copies, Mr. Floris said he expected to sell no more than 4,000 on newsstands at $3.95 a copy. He will mail another 25,000 to 'ɺ list of names I rented,'' and has also struck a deal with the online food retailer Fultonstreet .com to distribute 15,000 to customers.

                    With the second issue, scheduled for Aug. 21, Mr. Floris plans to print 100,000 copies. The staff, he said, will remain lean. Not to sound picky, but he might consider hiring an additional copy editor: the first issue is riddled with misspellings and factual errors, like describing Quisp cereal as ''long gone.'' (It lives, Foodie, and it's a cult favorite among your target audience.)

                    But in the end, I couldn't quibble with Mr. Floris's decision to put the rock star Sarah McLachlan and her hunky, peroxide-blond chef on the cover. He explained his logic: ''It's a perfect fit -- she's a celebrity and she's a lover of food. And they definitely appeal to the target audience.''

                    Or put another way: She's a famous person who eats. And he's a tattooed person who cooks. In a culture obsessed with style and with eating, they cover almost all the angles. The only thing missing is food.


                    MIXED MEDIA No Food, Please, It's Foodieville

                    I HAVE to say that if I were the editor of the brand-new Foodie Magazine, I probably would have put Stephen Baldwin on the cover of the first issue.

                    After all, Mr. Baldwin epitomizes the reader that this food magazine wants to reach. He's a man, in his mid-30's and he doesn't cook. And in a short question-and-answer interview inside that avoided discussion of how bad the food really was at Alaia, his short-lived Manhattan restaurant, Mr. Baldwin eloquently summed up the appeal of a trendy, buzz-driven eatery: ''It can be a hell of a lot of fun.''

                    That's also the rallying cry for Foodie Magazine, which arrived in the last two weeks. More and more glossy food magazines are being crammed onto newsstands in these flush times in the first three months of this year, a dozen joined the 50 or so mainstream food titles already vying for the attention of the eating obsessed.

                    But Foodie manages to stand out. For one thing, it has no recipes: not for Foodie the prosaic coverage of, say, the best way to insert raw chicken into an oven to achieve an edible result, the sort of topic to which magazines like Gourmet and Fine Cooking -- and yes, even Mr. Food's Easy Cooking -- have devoted pages in recent issues.

                    With most food magazines, I know where I stand. When I see Gourmet, I think of my mother-in-law and her friends, all fine cooks, who learned in the 1960's the value of adding red wine to their pate -- and who still keep back issues on their coffee tables. Bon Appetit reminds me (again) that it's time to visit Italy, and Saveur nudges me to add more butter to that sauce -- O.K., cream, too -- because we should be good to ourselves.

                    Instead, everything about Foodie is a call to unite a new generation of groupies (the young, the hip, the testosterone-and-cash-laden) who avidly embrace the celebrity culture that surrounds food these days. I think this might explain the big photo of a tattooed chef who cooks for rock stars. And a spread on sushi that features more photos of scary, sharp knives than of actual food. And one hopes, the item extolling the virtues of a Web site called Chowhound.com, which Foodie describes as a 'ɻoundless, stream-of-consciousness dining diary,'' recounting eating excursions around the New York area.

                    I called Foodie's editor, Gus Floris, who confirmed the masculine slant. ''More and more, men are into food today,'' he said. ''They dig it because celebrity chefs like Bobby Flay and Emeril are making it cool.''

                    Five Weeknight Dishes

                    Emily Weinstein has menu suggestions for the week. There are thousands of ideas for what to cook waiting for you on New York Times Cooking.

                      • The brilliant Kay Chun brings the flavors of Korean barbecue to the burger format in this recipe for Korean cheeseburgers.
                      • Ali Slagle has a trick to get brash flavor on this ginger-lime chicken: using mayo in the marinade.
                      • Yasmin Fahr stirs together thick yogurt, feta and Persian cucumbers to toss in this salmon and couscous salad.
                      • This salad pizza with white beans and parmesan is a complete meal, inspired by California Pizza Kitchen.
                      • The name yo po mian, a staple from the Shaanxi Province in China, means “oil-sprinkled noodles.”

                      Apparently, they crave details of Steven Spielberg's breakfast routine in the Hamptons (he speed-walks to a local gourmet shop), or Frank Sinatra's tipping habits (heɽ give $100 to the bartender). And don't get me wrong. I am as interested as the next eater to learn that a former fashion editor at Elle magazine is the one to thank for the chichi swimming club decor at Isla, the hip Cuban restaurant in Greenwich Village. But is this sort of information -- a curious blend of People magazine meets Hulk Hogan -- enough to sustain a long-term audience?

                      Quite possibly, said Samir Husni, a professor of journalism at the University of Mississippi who specialized in the magazine industry. ''This is a good time for magazines,'' he said. ''The unprofessional approach may work for them, if they can find enough people in the world who belong to the swinging club of food people.''

                      The club president, Mr. Floris, is a former associate publisher of Sportswear International, an industry magazine, where he worked for 10 years. Mr. Floris, whose father owned Greek diners in New York City, said he yearned to create a magazine that would combine the glamour of the fashion industry with the hype surrounding the latest hot restaurants. In fact, he said he got the idea for the magazine's name four years ago. He recalled: ''I was sitting in a bar with a friend of mine who's a certified chef. He said, ⟊ll it Foodie, because that's what's happening now.' ''

                      It may be a cultural phenomenon, but Mr. Floris is content to start small. After founding Morpheus Publishing Inc., and obtaining private financing, he hired a skeleton staff of five and put together the first issue of what he plans as a quarterly. With a print run of 52,000 copies, Mr. Floris said he expected to sell no more than 4,000 on newsstands at $3.95 a copy. He will mail another 25,000 to 'ɺ list of names I rented,'' and has also struck a deal with the online food retailer Fultonstreet .com to distribute 15,000 to customers.

                      With the second issue, scheduled for Aug. 21, Mr. Floris plans to print 100,000 copies. The staff, he said, will remain lean. Not to sound picky, but he might consider hiring an additional copy editor: the first issue is riddled with misspellings and factual errors, like describing Quisp cereal as ''long gone.'' (It lives, Foodie, and it's a cult favorite among your target audience.)

                      But in the end, I couldn't quibble with Mr. Floris's decision to put the rock star Sarah McLachlan and her hunky, peroxide-blond chef on the cover. He explained his logic: ''It's a perfect fit -- she's a celebrity and she's a lover of food. And they definitely appeal to the target audience.''

                      Or put another way: She's a famous person who eats. And he's a tattooed person who cooks. In a culture obsessed with style and with eating, they cover almost all the angles. The only thing missing is food.