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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.
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3-09-2010 @5:12PM cathy said... I picked up the magazine today in the grocery store and their recipes are as great as they normally are. I can't wait to try some of them on my family. I am a huge fan and have all of their cookbooks and have used many of the recipes . My favorite is the french toast. My family is always excited when it is on the menu. Can't wait to subscribe to the magazine. Congrats Jamie and Bobby , got another hit!!!!
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3-09-2010 @8:18PM Eric Chevrette said... Smart move!!! Great Concept!! Lots of men out there that love to cook.
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3-09-2010 @9:25PM Dean said... Are they as nasty as their mother?
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3-09-2010 @9:31PM BOB said... no but as nasty as your mutter.
3-09-2010 @10:17PM huntnpoon said... yeah we like to cook and eat , but we dont buy cookbook magazines...pretty gay. i will just read my wifes. i buy S I ... not how to build a better burger
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3-09-2010 @10:53PM Snap Bang said... OooWeee! Huntnpoon, you ARE a man!!! Real men don't read cooking magazines, do they? Probably more like Muscle or Men's Fitness or BodyBuilder..stuff like that, right?
3-11-2010 @11:54PM hikerbiker said... You're an idiot.
3-23-2010 @7:20PM Nic said... I get magazines just to try something new or to add a twist to an otherwise boring same old thing, like BURGERS! I'd rather try something that's already tried and tested than experiment and have it turn out like poop;) It's nice to get new BBQ or holiday recipes to cut out and save in my kitchen drawer for later, and one thing I love is full on food recipes that the Deen's make like deep fried lazagna, give me a break boy's, not these girly dishes with low fat this and no fat that... I say the only thing better than bacon, is more bacon! Maybe bacon with cheese my husband says.
3-10-2010 @12:11AM Hattie Crabtree said... Hey Dean,go watch wrestling or something on another channel.I bet you suck as a cook too.
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3-10-2010 @11:25PM matt said... I'm actually gonna second Huntnpoon, but not be quite as crude. Sure there's guys that love to cook, but I've never met a guy who buys a magazine based on a celebrity name on the cover. If i want to find a recipe, I'll look online, and if I want to read a food magazine, well, I'll subscribe to one of the good ones.
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3-11-2010 @4:56PM phantomspots said... Honestly, though, even if it's marketed to men learning to cook, I know a lot of young single ladies like myself who'd buy it because it's good-looking men teaching how to cook. That's hot.
3-10-2010 @12:54AM bill said... Damn I hope he's gay. He's make great husband material!!! I love a guy who can cook:)
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3-10-2010 @1:12AM clematisvine said... ENOUGH WITH PAULA'S SONS. OH MY GOD! DO WE NEED THE FAMILY? WE HAVE PAULA - DO WE NEED HER SONS? NO! WE HAVE GIADA - DO WE NEED HER HUSBAND? NO1 WE HAVE RACHAEL - DO WE NEED HER-ALWAYS SLOPPY LOOKING, UNSHAVEN HUSBAND? (WHAT THE HADES DOES RACHAEL'S HUSBAND DO FOR A LIVING LOOKING LIKE THAT?) JUST GIVE US THE STARS, THE ORIGINAL SHOW HOSTS. WE TUNE IN TO PAULA'S SHOW & IT'S AS IF IT WERE HER SONS' SHOW - WE TUNE OUT. GIVE US A BREAK, ENOUGH ALREADY!
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3-18-2010 @4:42PM betty said... racheal,s husband is a lawyer!!!
3-10-2010 @3:20AM Guess said... Oh great ...just what we need more fools talking like idiots ...y'all agree? Has anyone else noticed that half the chefs on the Food Network are seriously over weight? I guess it tells us that what they are cooking will kill you.
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3-10-2010 @5:12AM SouthernPeach said... My husband always notes you can judge a place by the cook. Don't eat anywhere that has a skinny cook. If they are skinny they can't cook. I guess it is a "southern" thing. Bless your heart!!
3-10-2010 @4:59AM L. B. Windley said... Yiou go guys, Bobby and Jamie. I hope that you can meet the success and charm that your mother has brought to the kitchen.
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3-10-2010 @8:43AM Dianne said... For God sakes, grow up...If you don't want to buy the magazine then don't. It doesn't have to be considered gay or not manly. If you read your wife's magazine does that make you feel as if you aren't gay just because she bought it at the check out and you didn't? Whatever makes you feel more like a man. I bet you will eat her cooking from that magazine won't you?
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3-12-2010 @1:30AM huntnpoon said... all i was trying to say ... if that is the target audience,men wanting to cook , they are going to sell about 8 magazines. we dont buy cookbooks!
3-10-2010 @10:15AM Angiebaby said... It might work. Jamie Deen could really appeal to the married father who wants to step it up in the kitchen. And if anybody knows boys, surely it's that uh, sweet Bobby Deen!
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