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A Wildly Popular Magazine
不登广告的畅销杂志

Willow Bay, Anchor
Advertising sales may have declined dramatically over the past year, but in the second part of 2002, they’re showing signs of life and are expected to rise 2.5% by the end of the year. But that doesn’t matter to entrepreneur and culinary enthusiast Chris Kimball. His wildly popular magazine, Cook’s Illustrated, doesn’t sell ads space, and it’s never had to. Susan has a look at the unusual recipe for success at Cook’s Illustrated.
威罗·贝伊,主播
去年广告收入大幅度减少,但是2002年下半年出现了转机,预计年底将增加2.5个百分点。但是这对于热衷烹饪的企业家克里斯·金伯尔来说无关紧要。他的流行杂志《烹饪画报》不接受任何广告,他们从来就不需要。苏珊关注《烹饪国报》成功秘诀。


An unidentified man
And 3, 2, 1…Here’s another quick tip from America’s test kitchen…
3,2,1开始。这是《美国试验厨房》为您提供的另一个小窍门儿。


Susan
Chris Kimball has advice for America’s at home cooks.
苏珊
克里斯·金伯尔对于美国的家庭烹饪有忠告。

Chris Kimball
… and it spills all over the rim of the bowl, yourself, the floor, you make a mess…
克里斯·金伯尔
……撒在饭碗边缘、你自己身上、地板上,你弄得一团糟……


Susan
And he thinks his viewers are intrigued by how things work.
苏珊
他认为观众对于如何做菜很好奇。


Chris Kimball
This creates surface tension on the bottom of the ladle…
克里斯·金伯
这样可以使长柄勺底部的表面有张力。


Susan
But he’s not sure. He says his company, Boston Common Press, has never done any market research. Not for the bi-monthly magazine, Cook’s Illustrated, the PBS cooking show, the website or for the cookbooks, which have sold over a million copies since 1993.
苏珊
但是他不很肯定。他说他所在的波士顿出版社从未做过市场调查,包括双月刊《烹饪画报》、美国公共广播公司PBS的《美食秀》、网站或者其他烹饪书籍,但是《烹饪画报》从1993年以来销售量突破了100万册。


Chris Kimball
Most magazines if you ask who their readers are they give you a demographics statement about income, it’s just I don’t really care about income, I just really like to cook.
克里斯·金伯尔
绝大多数杂志在被问及读者对象时,他们都会给你一份读者收入情况报表。收入不是我真正关心的,我真正喜欢的烹饪。


Susan
Kimball doesn’t need to attract a wealthy demographic, because he doesn’t advertise. Cook’s Illustrated, the core of his business, sells itself. Since 1993 it’s grown from 25,000 subscribers to 520,000. Joining the ranks of top selling cooking magazines like Gourmet and Food and Wine.
苏珊
金伯尔不需要吸引有钱人士,因为他不刊登广告。他事业的核心是《烹饪画报》,靠内容取胜。自1993年它的订户已从2.5万增加到52万,跻身《美食家》、《食品和酒》等最畅销的烹饪杂志之列。

Martin Walker, President, Walker Communication
Both those magazines have advertising, they’re both on quoted stock, on full-color. Cook’s magazine has no full color at all except for the covers, and they’re photography and illustrations.
马丁·沃克,沃克传播公司总裁
而这些杂志都有广告,都已经上市,都是全彩色印刷。《烹饪画报》只有封面是彩色的,里面有摄影作品和插图。


Susan
No frills packaging allows Boston Common Press autonomy from advertisers, and puts content solely into the hands of the editorial staff.
苏珊
没有浮华的包装使波士顿联合出版社不受广告客户的影响,杂志内容完全由编辑决定。


Chris Kimball
Once you take the advertising out of this type of magazine, then you can write and edit for the reader exclusively. And I think we’re entering a phase where this marriage between advertising and editorial is getting a bit shopworn. So I think we’re entering a phase where people are going to be willing to pay for information that is targeted just towards their needs.
克里斯·金伯尔
这类杂志一旦抛开广告的因素,你就能完全为读者编写。我觉得目前广告和编辑之间的结合已经老掉牙了,而我认为我们正跨入一个新阶段,人们掏钱买的是他们需要的信息。


An unidentified man
The two thirty dollar knives came in first and third.
男被访者
那两把30美元的小刀放在第一个和第三个。

Susan
Boston Common Press, based in Brooklyn, Massachusetts, brought in about 20 million dollars in revenue last year. All from readers and subscribers. With four million dollars in profit, the company remains debt free. And although the TV show is not profitable, the magazine has attracted a loyal following. Last year, 82% of subscribers renewed. A rate considerably higher than the industry average.
苏珊
波士顿联合出版社的总部设在马萨诸塞州的布鲁克林,去年收入大约是2000万美元,全部来自读者和订户。这家公司没有外债,盈利400万美元。虽然《美食秀》不赚钱,但杂志吸引了大批忠实读者。去年有82%的订户续订,比这个行业的平均数要高。


Chris Kimball
All right, great. You just can’t imagine why I’m just having so much fun doing this, is that what it is? Alright, I feel like an idiot.
太好了。你无法想象我对做这个乐此不疲。哦,这是怎么了,我感觉我就象像个白痴。

Susan
Kimball doesn’t sell out to advertisers but he does recognize the need to market himself. So over the years he’s developed a character. A combination of proper Bostonian, and salt of the Earth Vermonter.
苏珊
金伯尔的杂志不登广告,但是他认识到自我推销的必要。因此这些年他一直培养自己的性情,融合了波士顿人的正统和佛蒙特州人的风趣。


Chris Kimball
My character is the sort of crotchety Yankee show-me type, and I’m not there to actually do the cooking, I’m a skeptic, I don’t like a lot of stuff. My job is to poke fun at the sort of world of food.

And say let’s get real. I will say a couple of things, yours has more brandy.
克里斯·金伯尔
我的性格属于那种美国式的想入非非的自我展示型,我实际上不是真的在烹调。我是怀疑论者,我也有不喜欢的东西。我的工作就是把乐趣塞到全部食物中去。
我们动真格的吧。我要说很多事情,哦,你放的白兰地太多了。


Susan
Getting real means publishing unsexy guides, like the complete book of poultry. A recent article asked if all pepper mills are created equal.
苏珊
“动真格的”意思是刊登严肃的说明,就像关于家禽的全集。最近有一篇文章对是否所有的胡椒磨坊都一样“生来平等”提出质疑。

Kris Kimball
And here’s my favorite pepper fact, in 408, remember that, when Rome was attacked by Ulvarick, king of the Visigoths, Rome was able to spare itself temporarily with a ransom including 5,000 pounds of pepper.
克里斯·金伯尔
关于胡椒的事我倾向于这样的说法,408年,当罗马被西哥特国王尤瓦里克打败后,罗马人靠赎金得以暂时的宽恕,这其中就包括5000磅的胡椒。


An unidentified man
Really?
男被访者
真的吗?

Susan
Geoffrey Drummond, the show’s producer says that both the magazine and the show’s success come from Kimball’s passion for cooking. And more importantly, his honesty.
苏珊
《美食秀》制片人杰弗里·德拉蒙说,杂志的成功源于金伯尔对烹调的热爱。还有更重要的,是他的矢志不渝。

Geoffrey Drummond, A La Carte Productions
It is that very magical combination of somebody who has a brightness and interest in what they’re doing, a genuine knowledge of what they’re trying to teach in this case the cooking, I think you can’t fake it.
杰弗里·德拉蒙,《照菜单点》制片人
他聪明,对所从事的事情有兴趣,对于烹饪有真知灼见,这是神奇的结合。我想你是装不出来的。


Susan
Dawn Yanagihara, a senior editor at Cook’s, develops recipes for the magazine. Recently, she meticulously tested cheese cake.
苏珊
《烹饪画报》高级编辑道恩·亚里基赫拉为杂志改进菜单,最近,她一丝不苟地尝试奶酪饼。

Dawn Yanagihara
I think that one involved about four year of making New York style cheese cakes, you just test every variable, sugar, flour, cream, cheese, sour cream, you know, everything. The amount of groceries that we go through is just mind blowing. Just mind blowing.
道恩·亚里基赫拉
我认为,如果一个人做了四年纽约风味的奶酪饼,你就会研究它的各种不同成分,糖、面粉、奶油、干酪、酸奶酪等所有的东西。你所涉及的每样食品都让你觉得很过瘾,简直太过瘾了。


Susan
But not an ounce of it goes to waste. During tapings, the cast and crew of America’s Test Kitchen sample up to nine recipes a day.
Kimball’s obsessed with the how and why of food. Things like kitchen knives and well prepared pot roasts.
苏珊
但是一点也不会浪费。在节目录制时,《美国试验厨房》的剧组人员最多的时候一天示范了9种做法。
金伯尔为烹饪的过程和原因而着迷,比如厨房刀具和准备妥当的罐子烤鸡。


Chris Kimball
It’s simple, we just want people to learn how to cook. You know we think in America most of the time at home recipes people make, they don’t work very well, so our job is to go and say, look here’s how this recipe works here’s why it works, so that people can actually learn about cooking.
Simple, full of flavor, country Vermont soups.
克里斯·金伯尔
很简单,我们只想让人们学会做饭。在美国,多数时间人们并不擅长在家做饭。我们的工作就是做好,并且告诉大家,瞧,这盘菜是这么做出来的,还有,它为什么这么做。因此人们能实实在在地学习烹饪技术。
这就是做法简单、味道十足的佛蒙特州乡村风味汤。

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