Earlier this year, former Gourmet Editor-in-Chief Ruth Reichl began her consulting gig (rumored to be worth $250,000 annually) at Gilt Taste, a high end web food store that’s paying her to advise on food writing on its website.
Gilt Taste is a new kind of media for Reichl, one that blurs the line between advertising and editorial. That’s a sea change from her days at Gourmet, the New York Times and the Los Angeles Times. To my surprise, she welcomed the switch.
“The notion of the wall between advertising and editorial,” she begins in an interview with Eater, “If you’re dependent on sales and you only have things you are really proud of, there’s no need for that wall and there’s no reason to be embarrassed by saying a product is great and this is why it’s great.”
Really? My eyes widened. So she’s assigning advertorial now, where a company pays to get an enthusiastic article that looks and smells like regular journalism? And her big name freelancers are going for this? The former magazine editor in me got ready to protest.
No, no, and no. It’s so much tamer than that. Some of the stories have links to products Gilt Taste sells. That’s it. Links.
(Here are two examples. For a recipe by New York Times regular freelancer Melissa Clark on steak and potatoes, the words “boneless ribeye steaks” are hot, and they link to a catalog item for $127.95 for four