Live Chat
05.03.2012
47
answers
GASTROGNOME Amanda Hesser
Co-Founder
Food52
Location New York, NY
Website www.food52.com
About Amanda Hesser is an entrepreneur and best-selling author. She is a co-founder of Food52.com and has been named one of the 50 most influential women in food by Gourmet. As a longtime staffer at the New York Times, Hesser wrote more than 750 stories and was the food editor at the Times Magazine. She has written the award-winning books Cooking for Mr. Latte and The Cook and the Gardener, and edited the essay collection Eat, Memory. Her last book, a Times bestseller and the winner of a James Beard award, is The Essential New York Times Cookbook.
chat ended at 13:00 pm EDT
...but check out a recap below!
  • Q:
  • Closing Remarks?
  • A:
  • My fingers are tired, and I'm hungry -- time for lunch! Thanks everyone, this was really fun. Best wishes to you all -- hope you'll keep me posted as you make progress!
  • Q:
  • What makes a food blog stand out to you?
  • A:
  • As I mentioned before: inspiring photos, recipes that feel fresh, and entertaining writing.
  • Q:
  • Do you have any recommendations for photographers? I like to write about food, but photograph it even more. There seems to be more than enough photographers in the business, though.
  • A:
  • Have you taken any photography classes, or do you know any good photographers. Spending time with someone who's good is probably the best way, because you can learn technical skills and also ask questions about the profession.
  • Q:
  • On first approaching an editor for freelance work is it always worth spending time pitching an idea first, or should you just introduce yourself and your work first, to see if they're interested?
  • A:
  • If you can get a meeting with an editor, that's always best. This way you can get to know what they like/don't like, what they're looking for, and because they'll have met you, they're likely to be much more receptive to your pitch.
  • Q:
  • Would you take a look at my food blog and give me a critique?
  • A:
  • Yes.
  • Q:
  • How does one "pitch" an article to a major publication?
  • A:
  • You write an email to an editor summarizing your idea for a story -- you need to briefly make a case for why the story should be written, and why you're the person to write it. The note should be clearly written, short, and light -- let your personality shine through!
  • Q:
  • When you & Merrill started food52, what learning lessons would you pass along for folks interested in starting a company?
  • A:
  • Do a proof-of-concept. We are so glad we did this because it gave us a chance to really test things out before committing to a full-fledged business. Also, question anything that costs money -- ask yourself if you can do it for less money another way. Usually you can. Don't be afraid to dream big. And just get going; a lot of people are too daunted to move forward. You'll make mistakes and you'll learn from them. We paid way too much for our first set of videos, and there is a videographer out there with a light kit that we bought and that he then took. That was a painful mistake. And, videographer-guy, you know who you are!
  • Q:
  • How do I get a job at a restaurant without any experience working at one?
  • A:
  • Offer to work for free, and be willing to do the lowest of the low tasks, and you will find a place that will give you a chance.
  • Q:
  • I would love to photograph food, but have no idea where to start as an amateur photographer. Do you have any suggestions?
  • A:
  • Have you taken any photography classes, or do you know any good photographers. Spending time with someone who's good is probably the best way, because you can learn technical skills and also ask questions about the profession.
  • Q:
  • What are your thoughts on pursuing unpaid internships that might lead to a full time position?
  • A:
  • Aim to do internships at the places you admire most. Learn from the best.
  • Q:
  • What's your vision for Food52 and how did that vision develop? I'm curious about the spectrum from food blogging to creating an online social/content/media company.
  • A:
  • Our goal is to create a social hub for cooks, a place where they can not only connect with each other but collectively create a wonderful food site. The growing number of blogs signals a huge shift -- people want to express themselves and be credited for their knowledge. And our position is that if there are this many blogs, think of how many more people know a ton about food but are sort of left out of the conversation. We want to welcome everyone, and give them lots of ways to contribute and connect.
  • Q:
  • I'd like to thank you Amanda, and the goodfoodjobs girls for putting this together. I'm sure you all remember what it's like to be trying to break into the industry and get started....but as someone in those shoes right now, the opportunity to ask someone like you questions is HUGE! Your time is very much appreciated and your success is an inspiration to keep working.
  • A:
  • Happy to do this -- wish there were live chats when I was starting out!
  • Q:
  • Where you do find inspiration for new recipes?
  • A:
  • At restaurants and online, mostly.
  • Q:
  • Do you have two or three suggestions in selling or self publishing a cookbook of ones' own.
  • A:
  • Can you give me an idea of what kind of suggestions you're looking for? In shaping your ideas? Looking for a publisher?
  • Q:
  • Do you have a background in business, or did you have any anxieties about starting your own?
  • A:
  • My parents started a business so I was accustomed to the stress and risk, and I studied economics and finance, but nothing really prepares you until you leap in and try. Merrill and I didn't have anxieties about starting Food52, but we've certainly shared anxieties along the way. I'm not sure that goes away, unless you're Instagram!
  • Q:
  • What's a realistic time table for completing a cookbook?
  • A:
  • Depends on the size. I've had books take 1 year and 6 years. At least a year, though, is standard.
  • Q:
  • Thank you! As I follow the questions and your responses, I'm in awe of the thoughtful answers you are sharing so quickly! Loving it!!
  • A:
  • How nice -- thanks. Really glad there are so many good questions.
  • Q:
  • I'm a year into my food writing foray now, writing for our local paper, blogs, my own blog - basically anyone that will publish me, all unpaid work. I love it. Is this the right approach? Or should I be choosier about where I have stuff published?
  • A:
  • Your approach sounds good for the first year, but I'd start pushing to get into larger publications you like. You're crafting your resume of experience and it's important to break into the publications you really want to write for as quickly as possible.
  • Q:
  • What associations or events are there for beginning writers to network?
  • A:
  • IACP. Techmunch. And there are a bunch of food writing conferences. Molly O'Neill runs a wonderful series of online classes and I think they're a great way to meet other writers.
  • Q:
  • If I wanted to write about baking and pastries would a smaller bakery/patisserie or a larger restaurant be a good place to gain experience?
  • A:
  • A smaller place, as long as they make a variety of pastries, baked goods. At a smaller company, you're more likely to be given more responsibilities.
  • Q:
  • Hi Amanda, what's the best way to start writing a cookbook?
  • A:
  • With an idea for a book that you are utterly convinced people need.
  • Q:
  • Will you describe your writing schedule/discipline/routine?
  • A:
  •  I don't really write much any more; my work life is very different now. When I do write, I tend to do so on the fly. I wrote the post about food writing when I was in the car with my husband and kids. I wrote a bunch of The Essential New York Times Cookbook on the NYC subway.
  • Q:
  • How do you compare British and American food writing opportunities Amanda?
  • A:
  • Sorry -- not that familiar with British opportunities.
  • Q:
  • What are the two or three things that would cause a blog to capture your attention?
  • A:
  •  Inspiring photos. Recipes that feel fresh. Entertaining writing.
  • Q:
  • Do you think "food" is gearing up for a backlash? There alerady seems to be a little towards the idea of "celebrity chefs"...how do you think that would affect a job in food writing?
  • A:
  •  The mainstream has now embraced the notion that food and the way you eat is an important -- and interesting! -- part of your lifestyle, and that what you eat is a vital part of your identity. So, no, I don't think the food movement or food celebrities are going away any time soon.
  • Q:
  • How do you determine an appropriate fee structure as a freelance writer?
  • A:
  •  It's usually a flat fee per post or a payment per word. Usually the latter is better. But the publications often have payment policies so there isn't much negotiation anymore.
  • Q:
  • As you have stated writing is a good way to supplement an income but shouldn't be relied upon as a main source of income...what other occupations may be a good main source of income? Or is it a matter of setting up a number of smaller income situations...an "entrepreneurial" model?
  • A:
  •  You can cobble together a few things, if that feels right. Or you can go for something steadier: working in a brewery, managing a cookware store, etc.
  • Q:
  • Would you use a blog post as a pitch piece?
  • A:
  •  No. But, say you want to pitch a piece on making lemon marmalade and you've done a bunch of preserves blog posts, I'd pitch the marmalade and link to the preserves blog posts.
  • Q:
  • How valuable is it for an aspiring food writer to start a blog? There seems to be so much out there that it's hard to imagine how to do something new!
  • A:
  •  Yes, there are a ton of blogs, but it's still important to have a place where you can define your style and voice. This doesn't mean you have to keep it up all the time, but it should be a place where people can get a sense of your background, your work, your perspective. Think of it as a business card. You could also just do a Tumblr. Or an About page.
  • Q:
  • What publications do you believe have the most appealing food writing columns?
  • A:
  •  There are a lot: NYT, The Kitchn, Serious Eats, Bon Appetit, Edible mags.... etc
  • Q:
  • What is the best way to get your foot in the door at a food website? A place like Food52?
  • A:
  •  The editors and interns we've hired tend to write us notes about why they'd like to work with us, and what they feel they can bring to the table. We look for people who are resourceful and willing to do new things, and who we can learn from. We have a scrappy, can-do ethos and want to surround ourselves with people who share this. We say to everyone we hire, from interns to tech developers that "Everyone here washes dishes."
  • Q:
  • I agree that food writing should be an outlet for one's other work in the food world. That being said, what's the best way for me to grow my work as a freelance writer?
  • A:
  •  There's no special formula -- you've got to try to keep pitching the publications you admire. It does sometimes help if you can specialize. For instance, if you know a lot about fisheries, you can build your reputation around this and become the writer that publications come to when they want a story on fish.
  • Q:
  • I've been writing a food blog for a couple of years now. What do you think it the best way to get more exposure?
  • A:
  •  Find ways to distribute your content to larger sites or other blogs.
  • Q:
  • Did you study food writing (i.e. take courses) or have prior experience before you started writing for pay?
  • A:
  •  No. I took a food history course. I mostly just started writing -- I was living in Europe, far from my friends and family, so I just wrote letters and letters and letters, and I kept journals.
  • Q:
  • What steps should female entrepreneurs take to start a food business?
  • A:
  •  The same ones men would take. Figure out what you want to do, what product you want to create, what problem you want to solve, and then begin talking to people who are experienced in this area of business. Seek advice, and ask a lot of questions.
  • Q:
  • Hi Amanda! What's your favourite food book/who's your favourite food writer?
  • A:
  •  So many. I cut my teeth on MFK Fisher and Elizabeth David. I really admire Gabrielle Hamilton's writing. And last night I read a wonderful memoir that's coming out soon. "My Berlin Kitchen" by Luisa Weiss. She's a wonderful writer.
  • Q:
  • I consider myself a foodie and would love to begin writing about food but have no formal experience. What's a good way to get started writing?
  • A:
  •  Start blogging. Experiment.
  • Q:
  • Do you think that a blog is still a good way to break into the food writing industry?
  • A:
  •  A blog is great for anyone -- gives you a platform to express your style, your views, your voice. When we hire developers or people on the business side, I like to see if they have a blog. Gives you a good sense of who they are -- much stronger than a resume.
  • Q:
  • On blogging: is it a dying art, or will it continue to evolve?
  • A:
  •  Blogging isn't going away but the number of people who do it may drop off. Food blogs are very labor intensive, and if you're not gaining an audience, it's a lot to keep up with.
  • Q:
  • Could you comment on breaking into the industry as a career changer? School vs. stage and volunteer work for experience etc.?
  • A:
  •  I'd start with stages and internships so you can get a feel for what you like and what you want to do, before committing to school or any other kind of long term/expensive decision.
  • Q:
  • I've interned at the Los Angeles Times Test Kitchen and it was an amazing fit for me. Do you know of other test kitchens and how to find a home in one...willing to relocate.
  • A:
  •  Saveur and Bon Appetit have test kitchens. I think Chow does, too. Also, America's Test Kitchen.
  • Q:
  • Would you recommend grad work for people interested in a food studies/food systems career? Or just start working?
  • A:
  •  Grad school is great for building your network, and if you're studying something very specific, it can also be helpful, but generally, I'm a fan of working. I'd definitely work *before* deciding on grad school.
  • Q:
  • What's the best way to pitch a food writing idea to a publication or website?
  • A:
  •  Get to know the publication, what columns are written by staff, what's written by freelancers. Editors find it frustrating to receive pitches from writers who haven't taken the time to understand how their publication works. Then I'd pitch something short, so it's not a big commitment for the editor to give you a chance.
  • Q:
  • Hello Amanda. Do you think it's important to have a cooking school education to be a great food writer?
  • A:
  •  Not really. The foundation of knowledge and experience it provides is helpful, but it comes at a high price, and is still largely based on French principles. I think it's better to get hands on experience in restaurants because then you not only learn to cook, but you learn the ways of restaurant life and all of the characters involved. You get both cooking experience and the life experience that adds to your writing.
  • Q:
  • In what area/medium of food writing do you see the most opportunity?
  • A:
  •  Food politics -- there's a large, enthusiastic audience, and it's one area where articles can lead to books, and those books appeal to an audience beyond the food world.
  • Q:
  • As an aspiring food writer, what is the first step I should take to be paid for my writing?
  • A:
  •  It's really about getting assignments from publications that pay. But getting paid is sort of beside the point -- that's what I wrote about on my blog. That while yes, you can get paid here and there, it's rarely enough to be a salary. So it would be better to focus on other work, and to see writing as a platform and complement to this other work -- and so you should be most concerned with where your work is appearing. To be clear, I'm not saying you shouldn't be paid, I'm saying you shouldn't focus on the payment as a significant part of your income.
  • Q:
  • What was your first 'big break' in food writing?
  • A:
  •  Getting a book contract with W.W. Norton to write The Cook and the Gardener.

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