Cooking with The New York Times: Unlocking the Secret Recipe for Success

For subscribers, the Times' Cooking section, and its Cooking app – with recipes by contributors like food columnist and cookbook author Melissa Clark – are as important a part of the "paper of record" as the news.

Cooking with The New York Times: Unlocking the Secret Recipe for Success
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19 Nov 2023, 06:33 PM
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Reheated Turkey Recipe by Melissa Clark

Reheated Turkey Recipe by Melissa Clark

When it comes to turkey, Melissa Clark is an expert. She's an award-winning cookbook author, and a food columnist at The New York Times. Ahead of Thanksgiving, she showed Sanneh her latest recipe: "reheated" turkey. 

"Every year, I get so many emails, letters: 'I have to make my turkey ahead and drive it to my daughters, my son-in-law, my cousin, my aunt,'" Clark said. "So, I brought this up in one of our meetings, and my editor said, 'Okay, go with it.'"

"That looks really juicy," said Sanneh. "I'm no expert, but if you served that to me, I would've no idea that was reheated."

As a kid, Clark grew up cooking with Julia Child cookbooks, splattered with food: "Oh my God, those cookbooks, they're like, all the pages are stuck together. You can't even open them anymore!"

NYT Cooking: A Recipe for Success

NYT Cooking: A Recipe for Success

Over the years, Melissa Clark has contributed more than a thousand recipes to The New York Times. Of course, The New York Times isn't primarily known for recipes. The paper, which has nearly ten million subscribers, launched the NYT Cooking app in 2014, and started charging extra for it three years later. It now lists more than 21,000 recipes, from a peanut butter and pickle sandwich, to venison medallions with blackberry sage sauce. Dozens of recipes are added each month.

Emily Weinstein, who oversees cooking and food coverage at the Times, believes recipes are an important part of the paper's business model. "There are a million people who just have Cooking, and there are millions more who have access to Cooking, because they are all-in on The New York Times bundle," she said.

"And at a basic price of about $5 a month, that's pretty good business," said Sanneh.

"Seems that way to me!" Weinstein laughed.

And the subscribers respond, sometimes energetically. "We have this enormous fire hose of feedback in the form of our comments section," said Weinstein. "We know right away whether or not people liked the recipe, whether they thought it worked, what changes they made to it."

Clark said, "I actually do read a lot of the notes – the bad ones, because I want to learn how to improve, how to write a recipe that's stronger and more fool-proof; and then, the good ones, because it warms my heart. It's so gratifying to read that, oh my God, this recipe that I put up there, it works and people loved it, and the meal was good!"

Every recipe that the Times publishes goes through a rigorous process of cooking and re-cooking. During our visit, Clark was busy preparing turkeys #9 and #10, which might explain why she's decided to take a break from Thanksgiving this year.

"I'm actually going to someone else's house for Thanksgiving," Clark revealed.

"And they're making you a turkey? They must be nervous," Sanneh joked.

"Not at all," Clark replied.

"I guarantee you that the home chef right now is already stressing about this," Sanneh insisted.

"Well, he has sent me a couple of texts about it, so I guess you're right!" Clark laughed.

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Story produced by Mark Hudspeth. Editor: Joseph Frandino.


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