LOOK WHO'S COOKING CELEBRITY FOODIES ARE SELLING MAGAZINES LIKE HOTCAKES.

Byline: Natalie Haughton Food Editor

When your face is emblazoned on the cover of your own magazine, you know you've made it. Food Network stars Paula Deen and Rachael Ray certainly have.

They are the latest in the trend of personality-driven food glossies -- and join the ranks of other lifestyle magazines that put a name on the cover, like Oprah and Martha Stewart Living.

Because of the Food Network, television cooks have turned into celebrities -- and the time was ripe to launch Every Day With Rachael Ray and Cooking With Paula Deen -- because of their devoted followings, says Steven Cohn, editor in chief of the Media Industry Newsletter, based in New York. ``You have a celebrity component now that you didn't see in Julia Child's era -- and it extends to magazines. There's more to it than what you cook, it's what you look (like),'' he adds, noting that Rachael Ray is part of this new generation.

With Ray and Deen's bimonthly magazines, consumers have a chance to sit down and visit with the dynamic foodies and glimpse their lifestyles, homes, family, friends and travels.

With some 13 percent of U.S. household budgets spent on food, it's not surprising that consumers are flocking to food magazines of all kinds these days, looking for food and travel adventures, intriguing recipes, ingredients, new takes on classics -- and all kinds of new restaurants, equipment and products related to food and cooking.

Food magazines' paid circulations range from some 200,000 to 3.4 million -- and there are now more than 170 titles to choose from. Some are beautiful, trendy, chic and upscale, while others are more informational, educational or homespun. Some feature only reader-submitted recipes and have no advertising.

Both Deen and Ray debuted to large circulations late last year -- 350,000 for Deen and 600,000 for Ray -- and they are growing. A 1-million-copy run is slated for the July/August issue of Deen's magazine. More than 1 million copies of Ray's June/July issue are being circulated.

``Cooking With Paula Deen is a keepsake and real,'' notes Phyllis Hoffman, president of Hoffman Media in Birmingham, Ala., who originated the idea for the magazine (and produces it) after Deen was named Southern Lady 2004, by Hoffman's magazine of the same name.

``It is a behind-the-scenes look at how Paula lives when she's not on television.'' It exudes her warmth, charm and Southern hospitality.

Deen oversees and adds her special touches to each issue's content, along with the 60 to 75 recipes, which Hoffman terms ``Paula-izing.'' The staff lovingly refers to the magazine as the ``butter bible,'' a nod to Deen's trademark style of lots of butter, whipping cream and other rich ingredients.

``People just love Paula -- the way she talks, laughs, cooks -- like mama used to cook -- and it's that passion for your interest which drives you to a magazine.'' Consumers love her enthusiasm for preparing doable, affordable food with easy-to-find ingredients and limited time expenditures.

What makes Every Day With Rachael Ray, launched in November/December 2005, so popular, says editor Silvana Nardone, is Ray's can-do approach to living and her fun-loving, everything-in-moderation attitude.``Rachael is personable, conversational, honest, loves to cook, eat well and enjoy life. We want to give you the tools that will help you do things faster, cheaper and easier so you can actually enjoy great food and have fun along the way. Cooking doesn't have to be stressful, pressure-filled and unapproachable.

``We're encouraging people to find their own style and take some chances,'' adds Nardone, noting that Ray develops many of the 50 to 60 recipes in each issue.

The grand dames of food periodicals include 65-year-old Gourmet, 50-year-old Bon Appetit and 28-year-old Food & Wine.

Gourmet, with a circulation of 984,813, covers food, travel, restaurants, chefs, wine and entertaining. Food & Wine boasts a circulation of 916,754.

``For Bon Appetit, with a circulation of 1.325 million, the key word is accessibility,'' says editor in chief Barbara Fairchild. ``This is the magazine for the person who is really involved with food -- in the kitchen, at a restaurant or on the road.'' Their most popular column, RSVP, in which readers request recipes from hotels, restaurants and cruise ships, speaks to that. In the last five years, they've increased coverage of kitchen design, shopping (for ingredients, tableware, clothing and such) and simple but chic home entertaining. ``These days, our readers are after a lot more than just recipes. They're after a lifestyle, and we're providing that,'' adds Fairchild.

There are many others to explore.

``Cook's Illustrated, which debuted 15 years ago and now has a circulation of 925,000, is timeless in many respects,'' says Jack Bishop, editorial director of Cook's Illustrated and Cook's Country, both of which are devoid of advertising.

``(Cook's Illustrated) is really about home cooking (ultimate versions of most recipes). It's about techniques, equipment, ingredients and quick tips.

``Cook's Country, a bimonthly launched in February 2005, and with a current circulation of 240,258, has a similar editorial philosophy applied to somewhat different cooking,'' continues Bishop. It's all-American with lots of easy, practical, regional recipes designed for daily cooking.

Everyday Food, launched in September 2003 by Martha Stewart Living Omnimedia, sports a 5-by-7-inch digest-size format with 40 to 50 recipes and a color photo of each, notes food editor Sandy Gluck. The magazine, which includes recipe nutritional information in the back, is meant for everyday cooking -- ``to be used, dog-eared and carried with you to the supermarket.

``Less is more,'' she adds, noting that recipes have mostly 10 ingredients or fewer and can be prepared within 30 minutes. ``We like to think of the magazine as a little workhorse to get good, nutritious, fresh food on the table when people are really stressed out and time is at a premium,'' she says.

There are lots of food magazines to woo you. With the success of the two recent personality-driven magazines, don't be surprised if television host Giada DeLaurentiis is next -- or maybe even Bobby Flay.

Natalie Haughton, [phone]

[e-mail]

GRILLED CHICKEN CLUB WITH GUACAMOLE DRESSING

8 slices smoky bacon

8 chicken breast cutlets (about 2 pounds)

1/3 cup extra-virgin olive oil (EVOO), plus more for drizzling

Grill seasoning (such as McCormick Montreal Steak Seasoning)

2 hearts of romaine lettuce, chopped

4 plum tomatoes, chopped

1 ripe Hass avocado

1/4 small onion, chopped

1 small garlic clove, smashed and peeled

Juice of 2 lemons

1 jalapeno, seeded and coarsely chopped

1 tablespoon (a palmful) cilantro leaves

Salt

Preheat a grill or a grill pan to medium-high. Preheat oven to 375 degrees F and cook bacon on a broiler pan in the oven 20 minutes. (To get the bacon extra-crisp, don't open oven to check on it too often -- you'll let the heat out.) Drain bacon on paper towels, then chop it.

Coat chicken with EVOO and grill seasoning. Grill chicken until cooked through, 3 to 4 minutes on each side. Combine lettuce and tomatoes in a large bowl. Cut avocado in half, pit it and spoon flesh into a food processor bowl. Add onion, garlic, lemon juice, jalapeno and cilantro to avocado. Turn processor on and add 1/3 cup EVOO in a thin stream; process until smooth. Season to taste with salt.

Chop chicken into pieces and arrange on salad. Pour dressing over salad, then scatter bacon across top.

Makes 4 servings

From Every Day With Rachael Ray, June/July 2006.

RHUBARB SWIRL CHEESECAKE

2 1/2 cups thinly sliced fresh OR frozen rhubarb

1/3 cup plus 1/2 cup sugar

2 tablespoons orange juice

1 1/4 cups graham cracker crumbs 

1/4 cup butter, melted

3 (8-ounce) packages cream cheese, softened

2 cups (16 ounces) sour cream

1 tablespoon cornstarch 

2 teaspoons vanilla

1/2 teaspoon salt

3 eggs, lightly beaten

8 (1-ounce) squares white baking chocolate, melted

In a large saucepan, bring rhubarb, 1/3 cup sugar and orange juice to a boil. Reduce heat; cook and stir until thickened and rhubarb is tender. Set aside.

In a bowl, combine cracker crumbs and butter. Press onto bottom of a greased 9-inch springform pan. Place on a baking sheet. Bake in a preheated 350-degree oven 7 to 9 minutes or until lightly browned. Cool on a wire rack.

In a large mixing bowl, beat cream cheese, sour cream, cornstarch, vanilla, salt and remaining 1/2 cup sugar until smooth. Add eggs; beat just until combined. Fold in white chocolate. Pour 1/2 of filling into crust. Top with 1/2 of rhubarb sauce; cut through batter with a knife to gently swirl rhubarb. Layer with remaining filling and rhubarb sauce; cut through top layer with a knife to gently swirl rhubarb.

Place pan on a double thickness of heavy-duty foil (about 16 inches square). Securely wrap foil around pan. Place in a large baking pan; add 1 inch of hot water to larger pan. Bake at 350 degrees 60 to 70 minutes or until center is almost set. Cool on a wire rack 10 minutes. Carefully run a knife around edge of pan to loosen; cool 1 hour longer. Cover and chill overnight. Remove sides of pan to serve. Refrigerate leftovers.

Makes 12 to 14 servings

From Taste of Home, April/May 2006.

GOAT CHEESE SPREAD WITH HERBS AND OLIVE OIL

8 ounces goat cheese (about 1 cup)

2 tablespoons heavy whipping cream, more if needed

2 tablespoons extra-virgin olive oil plus more for drizzling

2 tablespoons dry white wine

Kosher salt and freshly ground black pepper 

2 tablespoons chopped fresh herbs (choose at least two from the following: parsley, chives, tarragon, dill)

1 tablespoon finely grated lemon zest

Good crackers OR slices of walnut bread

About 1 pint cherry tomatoes

1 celery heart, cut into sticks

Put goat cheese, cream, 2 tablespoons olive oil and wine in a food processor (or mix in a bowl with a wooden spoon). Pulse just to blend. Mixture should be spreadable; if it's too thick, add 1 or 2 tablespoons more cream and pulse again. Season with salt and pepper, pulse again, and taste, adjusting seasoning as necessary. Reserve 1 teaspoon herbs for sprinkling, and add rest to processor. Add 2 teaspoons lemon zest. Pulse once more to blend. Line a small (about 1 1/2-cup) round bowl or cup with a sheet of plastic wrap and fill with cheese mixture. Cover and chill at least 30 minutes and up to 24 hours.

To serve, invert bowl onto a serving platter and peel off plastic. With back of a spoon, level off top of cheese and make a small depression. Drizzle olive oil over top. Sprinkle with reserved herbs and lemon zest. Arrange crackers or bread slices, tomatoes and celery around cheese and let guests serve themselves.

Makes about 1 1/4 cups, 6 servings

From Fine Cooking, May 2006.

BROILED SALMON FILLETS WITH CURRIED CHUTNEY SAUCE

3/4 cup fat-free, low-sodium chicken broth

1/3 cup prepared mango chutney

2 tablespoons cider vinegar

1 teaspoon curry powder

1/2 teaspoon salt

4 (6-ounce) salmon fillets (about 1-inch thick)

1/4 teaspoon freshly ground black pepper

Preheat broiler. Combine first 4 ingredients and 1/4 teaspoon salt in a small saucepan; bring to a boil over medium heat. Reduce heat, and cook until reduced to 1/2 cup (about 8 minutes).

Sprinkle salmon with remaining 1/4 teaspoon salt and pepper. Place salmon, skin side down, on a broiler pan coated with cooking spray. Broil 10 minutes or until fish flakes easily when tested with a fork or until desired degree of doneness. Serve with sauce.

Makes 4 servings, 338 calories each

From Cooking Light, May 2006.

COCONUT BUTTERMILK PIE

1/2 of a (15-ounce) package refrigerated pie crust

1/2 cup (1 stick) butter, softened

1 1/2 cups sugar

4 large eggs

2 tablespoons all-purpose flour

1/4 teaspoon salt

1 cup shredded coconut

1 cup buttermilk 

1 teaspoon rum extract

Sweetened whipped cream and strawberries (optional)

Fit pie crust into a 9-inch pie plate; fold edges under, and crimp; set aside.

In a medium bowl, beat butter and sugar with an electric mixer until creamy. Add eggs, beating well. Add flour and salt, beating at low speed until blended. Stir in coconut, buttermilk, and rum extract. Pour into prepared pie shell.

Bake in a preheated 350-degree oven 1 hour, or until a knife inserted in center comes out clean. Cover pie loosely with foil while baking to prevent excess browning, if necessary. Garnish with whipped cream and strawberries if desired.

Makes 1 (9-inch) pie

From Cooking With Paula Deen, May/June 2006.

SHRIMP, TOMATO AND BASIL PASTA

1 1/2 pounds medium shrimp, peeled and deveined (tails removed)

Coarse salt and ground pepper

6 teaspoons olive oil

2 garlic cloves, minced

1 (14.5-ounce) can diced tomatoes in juice

1 pint cherry OR grape tomatoes, halved

1/2 pound uncooked linguine

1 1/2 cups lightly packed fresh basil leaves, torn into small pieces, plus extra leaves for garnish (optional)

Season shrimp with salt and pepper. In a large skillet, heat 4 teaspoons oil over high. Add shrimp; cook until opaque throughout, turning occasionally, 3 minutes. Transfer to a bowl; set aside.

Make sauce: To same skillet, add remaining 2 teaspoons oil and garlic; cook over medium heat until fragrant, about 30 seconds. Add canned tomatoes and their juice, along with 2 cups water; bring to a boil. Reduce heat; simmer, stirring occasionally, until tomatoes have softened and are saucy about 15 minutes. Remove sauce from heat; stir in cherry tomatoes.

Meanwhile, in a large pot of boiling salted water, cook pasta until al dente, according to package instructions. Drain; return pasta to pot. Add tomato sauce, shrimp and basil; season with salt and pepper, and toss. Serve immediately, garnished with basil leaves, if desired.

Makes 4 servings

From Everyday Food, June 2006.

4 others you may not know about

Even though many people have never heard of it, the largest cooking magazine in North America is Taste of Home. So notes Catherine Cassidy, senior vice president of Reiman publications, based in Greendale, Wis. With a circulation of 3.4 million, ``We're bigger than the top three (food magazines) together,'' says Cassidy, also editor in chief of the magazine, launched in 1993.

Cassidy oversees four cooking-related bi-monthlies -- Taste of Home, Simple & Delicious, Light & Tasty and Cooking for 2. All are reader driven -- and contain reader-submitted editorial, including stories, recipes and memories. It's all done without any financial remuneration -- unless a reader wins a $500 grand prize in a recipe contest. None of the magazines contains advertising.

``People look forward to the privilege of being published,'' says Cassidy, adding that the company receives about 90,000 recipes a year. A test-kitchen staff of 22 selects and prepares up to 8,000 of the dishes. ``Of those, we probably publish about 2500 to 3,000.

``We like to say we don't edit our magazines, our readers do,'' adds Cassidy, noting that the magazines, which started in the Midwest, represent old-fashioned values along with homestyle cooking. ``We are not afraid of Jell-O and canned soup. We are about how America cooks.''

Still, the company does include nutrition information with many of the recipes.

Taste of Home averages about 80 recipes per issue while Simple and Delicious (which formerly debuted as Quick Cooking in 1996 and was relaunched with a facelift and new name in March), with a circulation of 1.5 million, has about 100 recipes.

The essence of Taste of Home, with a median reader age of 60, ``is a friendly exchange of recipes from cooks across the country. It is not about gourmet, upscale food; it is about the way people really cook and eat.

``Simple & Delicious features quick, easy recipes with everyday ingredients and has the youngest of our readerships -- hovering around a median age of 49 or 50.

``Light & Tasty, launched in 2001, is our magazine of healthier recipes,'' says Cassidy.The most upscale of all Reiman's food titles, circulation is about 800,000 and median age of readers is 49.

``Cooking for 2, a quarterly launched in January 2005, and with 800,000 circulation, is our baby,'' Cassidy adds. Recipes have been scaled down for a two-person household (there are some 63 million of these households in the country) -- and submissions come from all over the map -- newlyweds, college kids as well as empty-nesters.

-- N.H.

CAPTION(S):

12 photos, box

Photo:

(1 -- cover -- color) What's cooking?

Chic or simple, food magazines are hot

(2 -- 3 -- color) COOKING WITH PAULA DEEN, WHICH FEATURES RICH, SOUTHERN FARE, INCLUDES COCONUT BUTTERMILK PIE, INSET.

(4 -- 5 -- color) GRILLED CHICKEN CLUB SALAD WITH GUACAMOLE DRESSING, INSET, IS AMONG THE OFFERINGS IN EVERY DAY COOKING WITH RACHAEL RAY.

(6 -- 9 -- color) no caption (cooking magazines)

(10) RHUBARB SWIRL CHEESECAKE

(11) BROILED SALMON FILLETS WITH CURRIED CHUTNEY SAUCE

(12) GOAT CHEESE SPREAD WITH HERBS AND OLIVE OIL

Box:

4 others you may not know about (see text)