Stephanie Hansen: Hello everybody, and welcome to Dishing with Stephanie's Dish, the podcast where we talk to people that are obsessed with food and they come across their obsessions through cookbooks, podcasts, content writers, and today we're talking with Maggie Hoffman. And I was excited because I said I don't get to talk to fellow podcasters very often. Congratulations on your podcast. It is the Dinner Plan podcast. Maggie is the former digital director of Epicurious. She also has many newsletters. So I'm excited to talk to you about that. The Dinner Plan plus What to Drink , plus The Vintage Table Maggie Hoffman - You are my person. Maggie Hoffman: Maybe too many newsletters. We'll see. Stephanie Hansen: Yeah, I'm sure it's a lot. So where should we jump in first? Let's just, let's talk about your newsletters because you already commented on my background. I have a lot of vintage pieces in the background. How did you start the Vintage Table or what was your first newsletter? Maggie Hoffman: Well, it's a little bit complicated, but I actually started with what to drink. In sort of a previous life, I was mostly a cocktail writer. I used to review bars for the San Francisco Chronicle. And I've written two books about cocktails that were published by Ten Speed. The One-Bottle Cocktail: More than 80 Recipes with Fresh Ingredients and a Single Spirit Batch Cocktails: Make-Ahead Pitcher Drinks for Every Occasion And so that's like a whole side of my life. And I was running a drinks newsletter for Epicurious when I was there. And when I left, that was sort of the, the going independent. I was able to send one newsletter to that audience and say this is where I'll be. So, you know, I don't update that one as often, but I do have. I like to talk about what I'm drinking, you know, when I'm trying new non alcoholic beers, or sometimes I'll share cocktail recipes from new books I'm reading. So that one was actually first. My main gig is the Dinner plan, which is a podcast and substack. It's sort of a living, breathing system. So the podcast goes Every week I interview a cookbook author every week. We talk about inspiration and where they find dinner ideas and the books they love. And then at the end of every show, someone calls in and shares what's in their fridge and the cookbook author guest comes up with a dinner idea for them. And usually these folks are people with cookbooks, often new cookbooks. And so in the substack each week, we share all of the links to all the recipes that they have talked about so people don't have to like, take notes. Anything they've recommended, it's all there in the newsletter. And then we reprint a recipe from Their books. You can get a little preview of the book, and that's why you should sign up for the newsletter. Someone told me they were taking notes on the show, and I was like, oh, no, no, no, you don't have to do that. Stephanie Hansen: You have such good notes on the episodes. Maggie Hoffman: And, I mean, I listen to these things over and over. Stephanie Hansen: You have, like, attached and linked every single recipe idea anyone's ever discussed in the pod. I mean, it's extensive, you guys, you gotta follow. Maggie Hoffman: And then I have a big list, which I think is really fun, of every book that has gotten recommended. So each person comes with, like, two or three ideas. Well, that has become a very big list. We're getting close to 50 episodes, and each person. I mean, you do the math. So, yeah, that's the main project, and then the vintage table is a little side project, and maybe they'll get merged at some point, but I just cannot buy every piece of vintage tableware that I love. And so I thought I should probably start sharing the links so that I get. Maybe other people will take them off the market. Stephanie Hansen: That is smart, because once you start, like, in that Facebook marketplace or Etsy channel of looking for vintage things, ebay, they find you. Yeah, yeah. Maggie Hoffman: So there's usually, like, a theme, you know, sort of beachy things for summer or, you know, whatever is the thing that I'm sort of obsessing over. And that's just for fun, but it's a lot of fun. Stephanie Hansen: Yeah, I. I find it very fun. When you were so how long were you the digital director at Epicurious? Maggie Hoffman: I think I was there a total of four years. I started as the senior editor under David to Markin, who's at King Arthur Flour now, and I took over running it when he left. Stephanie Hansen: And we're probably better off now because we have so many different avenues for creators. Right. Substack has really, like, democratized the creating world. From podcasting, did you find, like, you know, when you work for a big company, there's resources and podcast studios, and then all of a sudden you're on your own and you have to figure it all out. Substack makes it so easy. Maggie Hoffman: Yeah, substack and all the other ways. You know, I think everyone's ability to sort of launch their own independent media is truly exciting, and people are doing it in all sorts of, you know, not just substack, but also their own websites and Patreon and, you know, people have huge success. Stephanie Hansen: Do you think that that is. I mean, I feel sad about that. I think it is cutting into traditional magazine resources, digital resources, digital archives, because people don't necessarily need that to be seen anymore. They can create their own engines. But I also, like, every time I get a magazine, it's a little bit thinner. I think, like, oh, don't wait. Because I still love some of those traditional printed forms and I love linear television, and I also like terrestrial radio still. Like, I want there to be all those things and not have it be just one thing. Maggie Hoffman: Yeah, I mean, I think it's a little more complicated. I wouldn't blame independent creators for the shrinking of food media. I think that has a lot more to do with, you know, everything moving to digital and then sort of being flooded with ads and then search changing so much. I mean, there's just so many things that have shaped that. And I think it's incredibly sad to see, you know, so much of, you know, both book publishing and magazine publishing struggle. It has to do with ad dollars. And, you know, those are places where there are the resources for everything to be tested and tested again. And, you know, I think there's going to have to be a question of how many independent creators people can support. And I don't think advertising is over. I think that is a way to fund some of this as well. You know, if an advertiser wants to support an independent creator, I think that's great. The budgets are going to be smaller than what they were paying for something else. And maybe it can all coexist, I'm. Stephanie Hansen: Hoping, because I think it ultimately, if it raises all boats right. But I mean, we are consolidating in a pretty rapid clip with the top seven media companies and social influencers. But when you think about your podcast and when you conceived it and knew who you wanted to talk to, what did that look like? Like, did you know right away what you were going to zero in on? Maggie Hoffman: Did I know? I was at the beach and was taking a long walk with my husband and sort of saying, were to do this thing, what would it be? I had gone through the process of pitching a show to Conde, which they decided they didn't want, and so I was pretty heartbroken and kind of had lost confidence. I've been in food media about 15 years now, a really long time. I actually worked in book publishing before that and blogging, and I was at Serious Eats in very early, exciting years. And. And I love being a part of that community. I love being able to see what's coming soon. Like, one of the biggest joys when I first started at epicurious, was I showed up and there was this stack of cookbooks on one of the, like, files sitting on one of the file cabinets. And people would sort of say, hey, does anybody have a copy of this? Does anybody have a copy of that? I was like, this is where I'm supposed to be like, you know, I mean, you can see the. Stephanie Hansen: Yep. Maggie Hoffman: Stacks of cookbooks continue. And so I sort of was like, what will be Feel like it sort of captures some of that excitement that I could do independently, and what would it take to do independently, and who would I want to talk to, what new books are, am I excited about? And, you know, just what would that conversation be? And I knew I didn't want it to be a podcast, really, about feeding kids. That's really not what it is. It's really for all cooks, and it focuses a lot on that moment of inspiration. And, you know, I was really burnt out, and it was affecting my cooking. And I think everyone who works really hard can feel that affecting their cooking. Stephanie Hansen: I'm just coming off a cookbook launch or getting ready to launch, and I'm like, sometimes the idea of what to eat, I'm just like, all I've done is cook this week. Like a million places for a million people, for a million things, documented it all. And I just want a piece of peanut butter toast. Maggie Hoffman: Yeah. And that's fine, I think. But, you know, even if you don't work in food, I think if your job is stressful, the world is stressful. Everything, you know, everything feels like it's on fire. Cooking can be really nourishing, sort of mentally and, you know, spiritually, or it can be a thing that causes stress. And how do you get to a place where it feels like it is soothing, where it feels like it's a meditation. Meditation. Whatever it is you need from cooking, how do you get to a place where your dinners make you happy, where you're delighted by what you eat? And so we talk a lot about that. And so I think that came out of. I had written a story about cooking burnout during the days of the early pandemic. And it was something I kept getting notes about where people would