Lucky Peach, the David Chang journal and app that came out last week, is to be the first of many food-oriented projects that McSweeney’s has on its plate: According to Publishers Weekly, the publication/company/cultural juggernaut is planning to launch a cookbook imprint this spring.
Chris Ying, McSweeney’s Books’ co-publisher, told PW that the imprint was inspired by the success of the food section in a one-time newspaper prototype that McSweeney’s published in December of 2009. Of the new imprint, Ying said that the company is “trying to make something that appeals not only to foodies, but to readers who appreciate good writing and art in general”; it will bring “the McSweeney’s approach” to cookbooks. Right now, the other title on the imprint list is Mission Street Food, a book of recipes and ideas inspired by the San Francisco pop-up restaurant of the same name. Expect the imprint name to be released “very soon.”
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