About this project
Order the Magazine
Now that this Kickstarter campaign is finished, please go to GFFMag.com to order our magazine, learn more, or contact us!
About the Magazine
GFF is for people who don’t want to compromise quality, flavor, or fun while enjoying a gluten-free lifestyle.
The first collectible gluten-free publication striving to contend with top national food magazines, it features:
• 50 inspired recipes from top chefs, cookbook authors & bloggers
• tutorials for mastering gluten-free cooking
• secrets to satisfying GF family members and friends of all ages & tastes
• trends, products, people, & places worth knowing about
• travel features for tastier gluten-free adventures
• lifestyle extras that elevate your everyday
• enticing photography and design
About the Founders
We’re three food-loving print media veterans who decided to merge our passions, creativity, and combined 60 years of print media experience to make an independent magazine that delights the gluten-free food lover.
While our magazine is playful, we mean serious business, so we want to share with you why you can count on us:
Erika Lenkert (our editor-in-chief) has been obsessed with outstanding dining experiences since her well-fed childhood in San Francisco. A food journalist and author for 20 years and mom to a daughter who had to be GF for three years, Erika's been gluten-free since 2001, even while developing hundreds of recipes for Every Day with Rachael Ray, reviewing restaurants for the San Francisco Chronicle, and writing for Food & Wine, Food Network, Bon Appétit, Travel & Leisure, and writing InStyle’s party guides. She also co-authored Raw: The Uncook Book, authored Healthy Eating During Pregnancy and The Last-Minute Party Girl, and is the executive editor of Foodie Top 100 Restaurants Worldwide.
Maren Caruso (our photographer) brings curiosity, an eye for light and beauty and a love of collaboration to conceptual food and product still-life photography. Working out of a 2,000 square-foot daylight studio in San Francisco’s Dogpatch, Maren shoots for editorial and advertising clients including Weiden Kennedy, Draftfcb, Creature, Target, Levi’s, Happy Baby, Kraft, Safeway, Williams-Sonoma, Phaidon, Vegetarian Times, Chronicle Books, and Ten Speed Press. She has also shot over 90 cookbooks.
Catherine Jacobes' (our art director) love for all things editorial and passion for books, food, and photography have been the perfect foundation for her career as an art director and producer specializing in lifestyle projects. She lends 20 years of publishing experience and a solid understanding of branding and strategy to her custom publishing company, The Book Kitchen, where she’s worked with brands like Macy’s, Marshall Field’s, and Robert Mondavi Vineyards. She’s also designed over 100 books with publishers, including Ten Speed Press, Chronicle Books, Oxmoor House, and Sunset Magazine.
What We’ll Do With Your Contribution
We know we’re asking for a heck of a lot of money. In fact, we started out thinking we’d ask for half as much. But when we did the math, we realized that in order to pay contributors (we strongly believe in paying people for their work), print responsibly and with quality, and ship our magazine to you, we needed more—a lot more.
Here’s how we’ll spend what we raise:
Kickstarter (which takes 10%): $9,000
Editorial (contributors, copyediting, fact-checking, proofreading): $20,000
Design (freelance illustrators, photographers): $6,000
Professional recipe testing (tough job, but someone has to do it!): $3,000
Eco-friendly printing into a quality, collectable format and shipping of 5,000 copies: $30,000
Runway for developing additional issues while building steady revenue through subscribers and advertisers: $22,000
Pricing and Distribution
GFF will launch in Fall 2014
in print and downloadable formats, just in time for holiday cooking and
The first issue will be 96 beautifully designed pages bound into a thick, high-quality format that’ll make it worthy of a place on your bookshelf. (Think Kinfolk magazine in format, but with bolder color and more urban design.)
It will be available for home delivery and at select bookstores, magazine shops, and specialty stores nationwide.
Our first print run will be 5,000 copies, though we will print more if needed.
After this campaign, subscriptions will be available through GFFmag.com. Each print issue will be $15, including shipping within the US, and an annual subscription of 4 issues, including shipping within the US, will cost $50. GFF can be shipped internationally for a small additional fee.
A digital PDF version will cost $10 per issue, or $40 for a 1-year subscription.
For the first year, GFF will be a quarterly publication. After that, we hope to publish every two months.
Risks and challenges
First, if we don't reach our fundraising goal, we don't get a single cent from this campaign (and your contribution is cancelled). So there's that!
But also, quality magazines are expensive to produce. If we don't secure a robust subscriber base over the coming year, we will not have the funds to sustain our high standards and quarterly print distribution. However, we believe that there’s a real hunger in the marketplace for fresh, inspired gluten-free content with photography and design that’s equally delicious. We also believe our contemporary take on the subject, publishing experience, and dedication to the magazine’s success will help GFF become the gluten-free food lovers’ BFF—and remain so for years to come.Learn about accountability on Kickstarter
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