Since joining America’s Te s t K i t c h e n i n October as chairman
and CEO, David Nussbaum
has been looking for ways to
expand the Boston-area
book publisher and multimedia company. Best known
for its eponymous public
television show and its Cook’s
Illustrated and Cook’s Country
magazines, ATK publishes
about 14 books annually.
Given Nussbaum’s background in creating verticals at F+W Media, which he
headed for eight years before leaving in
the fall, it’s not surprising that he’s
growing the much smaller ATK with the
addition of a new vertical, Cook’s Science.
The idea behind it grew out of the success of ATK’s bestseller The Science of Good
Cooking, which has sold more than
300,000 copies since its publication in
fall 2012. A follow-up, called simply
Cook’s Science, is due out in October.
Though ATK has long promoted the
link between food and science, it has
begun placing a greater emphasis on that
connection as it readies the new plat-
form. Last month, ATK announced its
first partnership in conjunction with the
new vertical—a monthly spot with Cook’s
Science executive editor Molly Birnbaum
on The Splendid Table, a nationally syndi-
cated public radio program. In the
March/April issue of Cook’s Illustrated, a
letter from the editors invites readers to
“come along with us as we continue to
explore the everyday magic that is
cooking with science.”
During a recent visit to ATK’s offices,
Nussbaum, Elizabeth Carduff (editorial
director of the books program), and Jack
Bishop (recently promoted to chief cre-
ative officer) spoke about Cook’s Science.
The vertical will serve as an umbrella for
multiple new books; a free digital maga-
zine, which will include video content
and will be available this summer; and a
TV show that is currently in the works.
Live events on the science of taste and
smell to promote both the new book and
magazine are planned for the fall.
Nussbaum also noted that the new
vertical could net the press something
else: a younger demographic. ATK’s
readership falls in the 45–60 age group.
“I don’t think we need new markets.
We’d like Cook’s Illustrated and Cook’s
Country to reach larger markets and different demographics,” Nussbaum said.
He expects the new vertical to appeal to
millenials who want to cook at home and
are concerned about what’s in their food.
A new vertical isn’t the only thing that
Nussbaum is prepping at ATK. He’s also
planning to move the 2,500-sq.-ft. test
kitchen located in Brookline Village,
Mass., to one that is quadruple the space,
PUBLISHERS WEEKLY ■ MARCH 28, 2016
Boston Publisher Cooks
Up a New Vertical
America’s Test Kitchen
Distributed to the trade by
Top: ATK cooks and editors experiment with
recipes in the company’s test kitchen.
Bottom: ATK chairman David Nussbaum
(l.) and Jack Bishop, chief creative officer.
continued on p. 10