Magazine Review
DESSERT PROFESSIONAL
As I said in my last entry, I learned last week that
Chocolatier magazine had finally come to the end of its run, and that the publisher was combining it with two other magazines it published into one big publication. Yesterday, I was checking my mail, and waiting for me was the premiere issue of that new publication,
Dessert Professional.
Dessert Professional incorporates three magazines --
Pastry Art & Design,
Frozen Desserts, and of course,
Chocolatier. The final issue of
Chocolatier was 68 pages; the first issue of
Dessert Professional comes in at 148 pages.
In the editor's letter, Michael Schneider explains why Haymarket Group decided to combine the three magazines into one. Without going into as much detail as Schneider did, the target readers for any one of the magazines are branching out into the areas covered by the other two. This is just a guess on my part, but I'm willing to bet that Haymarket looked at the subscription lists for all three magazines, and noticed a considerable overlap, and that contributed to the decision. I'm also guessing that there were some advertisers who placed ads in two or all three magazines, so they may be benefiting now by having to advertise in only one magazine.
For the first issue, at least,
Dessert Professional is separated into three distinct sections, one for each of its three predecessors. Each section has a "cover" of one of the predecessors as a section divider, which leads me to believe that Haymarket was in the process of bringing out separate issues of the three before the deciding to combine the three into one. Whether this will continue with future issues is anyone's guess.
I'm at something of a disadvantage reviewing this magazine.
Chocolatier was the only one of the three that I read. While I may have seen
Pastry Art & Design and
Frozen Desserts on the stands, I never read them, so I don't have any idea what changes if any have taken place. So, I will be focusing on the
Chocolatier section for the most part, because it is the one with which I am familiar.
I did notice a couple of things missing from the
Chocolatier section. The recipe index is missing. So is the back page where they take an in-depth look at the contents of a box of chocolates from different companies. Come to think of it, there aren't as many recipes (which may be why there wasn't a recipe index -- they may have thought it wasn't needed). Most of the articles in the
Chocolatier section were features. One was an article on the 80th anniversary of Godiva, and another was a feature on the New York chocolatier Chocolate By The Bald Man.
One thing that wasn't in the last issue of
Chocolatier was the first appearance of a new column. "Chocolate In Focus" analyzes bulk chocolates, discussing the distinctive qualities of bulk chocolates manufactured by different companies.
I did do a quick scan of the other sections. There didn't appear to be any recipes in the
Frozen Desserts section of the magazine. Most of the articles seemed to be on equipment used by professionals who make frozen desserts. There was one particularly interesting article on different businesses selling frozen desserts (i.e. ice cream parlors), which seemed to focus mainly on the appearance of the front of the store -- the part the customer sees.
The
Pastry Art & Design section contained several recipes. Most of these were signature creations of different pastry chefs, accompanied by profiles of the chefs who created them. the article I found most interesting in this section, however, was an article on bread sculpture, which came with a variety of bread recipes (which are used in making the aforementioned sculptures).
I'm not sure what to think of
Dessert Professional just yet. As I mentioned, I suspect that this first issue was put together from partially completed issues of its three predecessors, which may account for its somewhat mishmashed appearance. I'm guessing that any bumps in the road will be smoothed out when Haymarket puts together an issue that is
Dessert Professional from the very beginning. I will have to take a look at least another issue or two before rendering my final judgement.
I am disappointed with one thing. From what I have seen,
Pastry Art & Design and
Frozen Desserts have always been geared toward professionals in those particular businesses. On the other hand,
Chocolatier, while it has had its spotlights on professionals, and recipes that only professionals would have the skills or the equipment to make, there has always been more of a focus on what I would call the "talented amateur." Someone (like me) who enjoys chocolate, loves cooking with it, and is always looking for new ways and recipes to use chocolate. I hope it won’t happen, but I have this feeling that
Dessert Professional might be leaving me behind.
According to the indicia,
Dessert Professional will be published six times a year. I will assume that this means a bimonthly schedule, but I will wait and see. The first issue was $5.95, which I will assume will be the regular price. Subscriptions are $23.95 for one year, and $41.95 for two years.
There is also a website for the new magazine. It seems to be as much of a mish-mash as the magazine . . . at least for the moment. The publisher seems to be making it something of a MySpace for readers. From what I've seen so far, it appears that most of the other
Chocolatier readers are as disappointed as I was by the first issue. You can find the webswite at:
http://www.dessertprofessional.comI was a little surprised by the website in one way. I was expecting it to have a link for subscribing to
Dessert Professional, but for some reason, there isn't such a link. At least, there isn't one that I can readily find.
-jc-