Photo: Hoffman Media
The frosted blond TV chef's two sons, Jamie and Bobby, have launched their own quarterly magazine called Deen Bros. Good Cooking. Target audience? Men.
Hoffman Media, which already puts out the bimonthly Cooking with Paula Deen, will be the publisher for the 63-year-old Food Network host's boys, too. President and CEO Phyllis Hoffman tells Slashfood that Deen Bros. will aim to attract a "dual audience" of male and female readers, but will offer "light, easy recipes" that will likely "have strong appeal with men."
Bobby and Jamie Deen, who are 39 and 42, have made appearances on their mother's various Food Network shows over the years and hosted one themselves in 2006 called Road Tasted. When they're not in the public eye, the Deen brothers are in Savannah, Ga., running their mom's now-famous restaurant, The Lady and Sons.
"Men are going to love it because it's dishes Jamie and Bobby are going to cook. It is the men that are cooking here and preparing. It's appealing to the younger crowd -- the 20s, 30s and 40s," Hoffman says.
"I'm with Paula right now. She is so excited, she can't stand it. She is so thrilled they have a magazine that captures their personality, their style, their approach to cooking," says Hoffman. Celebrity chef Paula Deen specializes in Southern-style cuisine and hosts three Food Network shows, including Paula's Home Cooking.