Dream job alert: Bacon critic for Time's new breakfast vertical
You can't make a viable new media company without cracking a few eggs.
Time Inc, the publisher of iconic brands like Time, Fortune and Sports Illustrated, unveiled a new breakfast and brunch-focused online publication Wednesday called Extra Crispy.
How it's possible that Time Inc didn't call its new breakfast vertical Breakfast Time is certainly beyond me, but moving right along.
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The pitch, in a nutshell: Americans are hungry for breakfast and Time Inc is thirsty for traffic and advertising dollars.
"Extra Crispy allows us to experiment with inherently shareable content—from coffee obsessions to Cronuts and the viral food phenomenon of today. We’ll have our plates full,” Matt Bean, SVP of editorial innovation at Time Inc, said in a totally legit press release.
If that's not enough to get your journalism juices flowing (preferably orange or pineapple juice, because this is brunch after all), Time Inc is also planning to make a seminal hire for the new publication: bacon critic.
Though it's only a three-month gig, the position is right up there with The Oregonian's marijuana reviewer and Texas Monthly's barbecue editor for titles so good you almost forget all that student loan debt you accrued by getting that journalism degree.
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Extra Crispy has been in the works for more than a year, driven by Time Inc's emphasis on building trendy new editorial verticals that pair well with branded content.
In the last 18 months, Time Inc has also launched The Drive (for cars), The Snug (for DIY tips) and Mimi (for beauty content).
"Since I started work on Extra Crispy, I’ve been asked, 'Really? A whole site about breakfast?' a lot," writes Meredith Turits, senior strategist for brand development at The Foundry, the Time Inc group behind the new vertical. "But, in actuality, when our team at Time Inc first conceived of Extra Crispy, a whole site about breakfast, we’ve never had an idea that’s emerged more fully baked than this one."
At launch, Extra Crispy features such "fully baked" ideas as "The 7 Kinds of People You See At Every Brunch" and "Breakfast: It's What's For Dinner."
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Seth Fiegerman was a Senior Business Reporter at Mashable, where he covered startups, marketing and the latest consumer tech trends. He joined Mashable in August 2012 and is based in New York.Before joining Mashable, Seth covered all things Apple as a reporter at Silicon Alley Insider, the tech section of Business Insider. He has also worked as a staff writer at TheStreet.com and as an editor at Playboy Magazine. His work has appeared in Newsweek, NPR, Kiplinger, Portfolio and The Huffington Post.Seth received his Bachelor of Arts from New York University, where he majored in journalism and philosophy.In his spare time, Seth enjoys bike riding around Brooklyn and writing really bad folk songs.
