The problem with a food magazine such as the one that has been described (The Atlantic Monthly but about food), is that a large portion of people who subscribe to food magazines want recipes. Recipes, recipes, and more recipes, and anything that gets in the way of the recipes is considered irrelevant and not read. Now, I'm not talking about the bulk of egullet readers--I would agree that the people on this forum do want to think, read, reflect on food besides getting into the kitchen and rattling those pots and pans. However, in terms of the economics of publishing, the number of people who would subscribe to such a magazine would be small--say 300,000 if you were very lucky. Advertising rates would be low and in turn that would mean the staff would be paid very, very little (is that fair? and could you attract the best talent?), and there would be no budget for good paper and gorgeous photography or illustrations, just the kind of production values that such an audience would desire. Why do you think Saveur is in such trouble? It has been the best consumer food mag for several years, but they must be hemorrhaging (sp?) money. I think it has really taken a turn for the worse since it was sold, and can you blame the staff? They must be so demoralized. What we need is a publisher who is willing to let a serious food magazine exist with a small, controlled audience. In the hands of a Time Warner or Conde Nast, the demand is for tight budgets and increasing profits each year. That means a constantly growing audience, which means a constant shift to the middle. OK, rant over.