[Photos: Fool Magazine]
Fool Magazine returns this week with its third issue, which features Charleston chef Sean Brock on the cover and even more insight to the world of restaurants inside. Now that Fool has been named best food magazi...
[Photos: Fool Magazine]
Fool Magazine returns this week with its third issue, which features Charleston chef Sean Brock on the cover and even more insight to the world of restaurants inside. Now that Fool has been named best food magazine in the world and sold out its first two issues, husband-and-wife editorial team Per-Anders and Lotta Jorgensen are upping the ante. For this issue, they're doubling the production to 10,000 copies (available online and at select resellers). Per-Anders says the magazine arrived today at their warehouse in Sweden and will soon be distributed across the world. Here now, he also shares a sneak peek into what's inside this latest issue, loosely organized around a theme of "origins." There's an in-depth look at Brock beyond the Southern stereotypes, a search for the most underrated chefs in the world, and an historic account of food in Sweden by none other than Magnus Nilsson.
Congrats on issue three coming out. You're sold out of the first two issues, right?
Yes we are. We are totally sold out. Actually, I went to a city like 30 minutes away from here and to a specialist store for magazines. I asked them about Fool and they said, "Oh yeah, we have so many people asking for it. When is it coming out?" Well, probably this week or next week you will have it. It's a good sign. Being a king in your own city is very hard, in Sweden especially.
Yeah. I would say we are much more well known abroad — in certain parts like New York, San Francisco, even London — than in Sweden. That's a strange thing, I would say.
It is. And you got the best food magazine in the world award in December.
Yes. That was a big surprise to us. I think Lucky Peach got the award last year. We received the mail like, "Congratulations, you've been elected best food magazine in the world at the Gourmand Cookbook Awards." We were like what? Is this a joke? But it wasn't. It was quite funny. An accomplishment really.
Yeah, congrats. How has this success allowed you to expand or have you changed operations at all?
No, well, it's kind of interesting because there's a big difference between being a restaurateur in America and Europe. I think it's a big difference also doing a magazine in Europe or America. I'm generalizing now. If you're like David Chang, for instance, you create an empire. You do a restaurant here, you do one in Toronto, you expand. People expect you to expand. Whereas people here in Europe, we are a bit more complacent. We try to do one thing, one restaurant. Like Chateaubriand in Paris for instance? Okay, they have two places now, but still it's a very small operation and it's basically run according to the same rules as when they started out five, six, seven years ago. And I think we're the same. We've only been running for a year and a half now. We're not really planning on expanding. We're still increasing the circulation by 100 percent now, so 10,000 copies now.
Yeah that's pretty good. And the advance orders are really, really good and we're happy about that. We'll see what we do. If a big publishing house comes along and says, "We would like to buy you," of course we would. (laughs) But that's not going to happen. That's not our goal. Our goal is to do the magazine we really couldn't find and tell the stories you really couldn't read anywhere and see the images you couldn't see anywhere. That was our goal, I would say. And people kind of like it.
So tell me about this issue and its Origins theme.
It's a loose theme, so it's something to reflect upon and look at. We have super interesting stories, I would say. The cover guy is Sean Brock. Black-and-white shot, like always. We didn't really plan on that. We tried a couple different ideas for the cover and that stood out so that's the one. Another guy in black-and-white. That's more like a Sean Brock Charleston portfolio story because we spent like five days with him in Charleston trying to tell about his world in images. It