Every few months I would find a free magazine from Kraft foods in my mailbox. I would flip through it and sometimes I would find something that might peak my interest. The pages are packed with recipes using only, you guessed it, Kraft Food products. It’s one big advertisement for time pressed soccer moms who wish to feel good about preparing their kids “healthy” meals consisting of Kraft macaroni and cheese, Lunchables and Digiorno pizzas. Every single “recipe” uses as many Kraft products as possible. Please note I go out on a limb here and say “recipe” because I saw one such “recipe” that was for Kraft macaroni and cheese, which gave the instructions that come on the box.
But non the less, it was free. Yesterday, I received the winter issue in a magazine bag with a bill. A bill for $6.99. Actually that is the discount subscriber rate. On their website it is $13.98 for a year subscription.
Of course it is not the issue of the cost, it is the issue of quality, which the magazine lacks. Nearly every recipe that is published in the magazine is available free on their website or on the back of a product needed to make the recipe. Don’t get me wrong I actually do enjoy looking at it, there is some great food photographs, but I have never made anything in it, and I disagree with their ideas of healthy meals. I would much rather pay double the subscription price to have Gourmet back again for some high quality and class.
According to the Wall Street Journal, Kraft is in the midst of buying Cadbury and needs about $16.5 billion to do so. Clearly they are not aware of the ongoing journalism crisis. Major publishers are having a difficult time as it is selling subscriptions of high quality food magazines to consumers in tough times. Does Kraft really believe that people are willing to pay $13.98 for a quarterly magazine that is one big advertisement and suggests that a quick healthy dinner idea is macaroni and cheese from a box?
I know I’m not.
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