SIMPLE & DELICIOUS READER-DRIVEN MAGAZINES OFFER A TASTE OF HOME.

Byline: Natalie Haughton Food Editor

Taste of Home is a simmering giant, boiling over with recipes.

The phenomenon -- with no advertising, no chef's stuff, no esoteric ingredients and no trendy travel, decorating or health and fitness features -- is the largest food magazine in North America, with a paid circulation of 3.5 million. And it distinguishes itself with kitchen-tested reader recipes, many submitted by its 1,000 U.S. and Canadian field editors.

``It's ordinary food from ordinary people -- and it's the best you can get. Taste of Home celebrates the specialness of the ordinary,'' points out Catherine Cassidy, senior vice president and editor in chief of Reiman Publications.

It's a glimpse into how America really cooks and eats, focusing on ``comfort food using everyday ingredients that is guaranteed to work,'' notes Barbara Newton, president of Reiman Publications.

And even the magazine itself, while state-of-the-art, reflects this image. Stroll into the unpretentious low-rise office complex in Greendale, Wis., a suburb of Milwaukee -- and you'll find eight test kitchens, outfitted with standard all-electric cook tops (we're surprised they had no gas) and ovens, refrigerators, stand mixers, pots, pans and gadgets that you might find in an average home kitchen.

There's no fancy restaurant equipment here. Only the gray-and-white granite counter tops might be found in a more sophisticated kitchen.

``We have only equipment that the average person would have, so we can get the best results,'' points out Diane Werner, Reiman Publications associate food editor and a registered dietitian.

``We strive very hard to use ingredients anyone can get in grocery stores -- and we get about as extravagant as Parmigiano-Reggiano cheese, sun-dried tomatoes and goat cheese.''

The 22-person test kitchen staff includes recipe editors, registered dietitians, home economists and kitchen assistants who test some 8,000 recipes a year for the company's food publications, culled from the 90,000 submitted. About 2,500 to 3,500 original recipes are published each year, with 80 to 105 recipes appearing in each issue.

The company's 13 reader-driven magazines (all have advertising separately packaged in the mailing) include four food titles: Light & Tasty was launched in 2001, and now has a circulation of 800,000; Cooking for 2, established in 2005, has 800,000 in circulation; and Simple & Delicious (formerly Quick Cooking, relaunched with a face lift in March), has a circulation of 1.5 million.

Although Reiman was sold to Reader's Digest in 2002, the model and formula remain the same: doable recipes with a twist that have accessible ingredients. ``You don't mess with success,'' says Cassidy.

Readers submit most of the editorial materials (some 90 percent) -- by sharing recipes, personal stories, reminiscences and photos. The other 10 percent is staff-developed to round out features.

Kim Gilliland of Simi Valley has been an enthusiastic Taste of Home field editor since the magazine's inception in 1993, and contributes three or four times a year -- and several of her recipes have been used over the years. She was a contest runner-up with her Frosty Strawberry Squares.

``I get a lot of recipes from Taste of Home, one of my favorite cooking magazines. It is basically good home cooking -- not gourmet.''

Themed or seasonal recipe contests, some with a $500 cash grand prize, are the foremost source of reader interaction -- with an average of 4,000 to 6,000 recipes submitted for each. ``Readers love to enter them,'' says Cassidy.

Recipes under consideration are subject to morning and afternoon taste panels. These take place daily in a small dining room space adjacent to the kitchens. There, five or six editors and assistants sample and evaluate 10 to 12 dishes, prepared by home economists, for taste, texture, appearance, appeal and preparation.

On a visit in June, a fresh apple cake with lemon sauce, oatmeal cake, Hawaiian surprise cake, peanut butter cup layer cake and lemon berry sheet cake -- entries in a Cooking for 2 cake contest -- were sampled, along with a lamb-based spring meal and a couple of soups.

Once recipes make the cut, it's on to the photo studio for styling and photography.

In a second-floor loft overlooking the three photo studios with kitchens, there's an extensive prop closet area stacked with more than 10,000 items -- pedestal cake plates, platters, casseroles, dessert and dinner plates, holiday items and the like. In another section, you'll find assorted types and colors of fabrics, along with hundreds of kinds of ribbons, gift bags and more.

``The challenge with the magazine,'' notes Cassidy, ``is how to make the food look like home -- in a dining room, on a buffet, etc. -- so readers see the foods in a comfy environment.''

With an outline provided, set stylists select possible props, then meet with photographers, the creative director, editor and food stylist for input. Once the photo is scheduled, a food stylist prepares the food for the shoot.

Three staff photographers, with assistance from six full-time food and set stylists and state-of-the-art digital equipment, shoot some 4,700 images a year -- about 18 to 24 photos per day -- for all of the food magazines, cookbooks, newsstand specials and country store catalogs.

The company sells $7 million in magazines and other food publications, says Newton, Reiman's president. The company also runs traveling cooking schools in 175 cities, a visitors center, store and mail-order business.

Looking for new ways to reach consumers, the company's latest venture is ``The Taste of Home Cookbook,'' (Reiman Publications; $29.95), which will be available in bookstores in September. It's packaged with a free one-year subscription to the magazine.

Filled with 1,200 recipes (including 100 lighter ones) along with nutritional information for each, 300 tips and how-tos, and 1,300 color photos, it's designed to capture the essence of home cooking in America, the connection between food and family, and the warm traditions that make us all long for a taste of home.

Bernadette Nelson of Arcadia, a longtime Taste of Home and Light & Tasty subscriber, was surprised to learn that her Antipasto Pasta Salad is included in the new book. ``The recipe is flexible -- and everyone loves it.''

Natalie Haughton, [phone]

natalie.haughton(at)dailynews.com

CINNAMON APPLE CHEESECAKE

(On the cover)

CRUST:

1/2 cup butter, softened

1/4 cup packed brown sugar

1 cup all-purpose flour

1/4 cup quick-cooking oats 

1/4 cup finely chopped walnuts

1/2 teaspoon ground cinnamon

FILLING:

2 (8-ounce) packages cream cheese, softened

1 (14-ounce) can sweetened condensed milk 

1/2 cup apple juice concentrate

3 eggs, lightly beaten

TOPPING:

2 medium apples, peeled and sliced

1 tablespoon butter

1 teaspoon cornstarch 

1/4 teaspoon ground cinnamon

1/4 cup apple juice concentrate

For Crust, in a small mixing bowl, cream butter and brown sugar. Gradually add flour, oats, walnuts and cinnamon; mix well. Press onto bottom and 1 1/2 inches up sides of a greased 9-inch springform pan. Place on a baking sheet. Bake in a preheated 325-degree oven 10 minutes or until set. Cool on a wire rack.

For Filling, in a large mixing bowl, beat cream cheese until fluffy. Beat in sweetened condensed milk and apple juice concentrate until smooth. Add eggs; beat on low speed just until combined (batter will be thin). Pour into crust. Return pan to baking sheet. Bake at 325 degrees 40 to 45 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. Refrigerate overnight.

For Topping, in a large skillet, cook and stir apples in butter over medium heat until crisp-tender, about 5 minutes. Cool to room temperature. Arrange over cheesecake. In a small saucepan, combine cornstarch, cinnamon and apple juice concentrate until smooth. Bring to a boil, stirring constantly. Boil 1 minute or until thickened. Immediately brush over apples. Refrigerate 1 hour or until chilled. Remove sides of pan. Refrigerate leftovers.

Makes 12 servings

From Taste of Home, August/September 2006; runner-up in Apple Contest, recipe shared by Emily Ann Young, Kenai, Alaska.

EASY CHICKEN ENCHILADAS

1 (10-ounce) can enchilada sauce

4 ounces cream cheese, cubed

1 1/2 cups salsa

2 cups cubed cooked chicken

1 (15 1/2-ounce) can pinto beans, rinsed and drained

1 (4-ounce) can chopped green chiles

10 (6-inch) flour tortillas

1 cup (4 ounces) shredded Mexican cheese blend

Shredded lettuce, chopped tomatoes, sour cream and sliced ripe olives (optional)

Spoon 1/2 cup enchilada sauce into a greased 13x9x2-inch baking dish. In a large saucepan, cook and stir cream cheese and salsa over medium heat 2 to 3 minutes or until blended. Stir in chicken, beans and chiles.

Place about 6 tablespoons of chicken mixture down center of each tortilla. Roll up and place seam side down over sauce. Top with remaining enchilada sauce; sprinkle with cheese.

Cover. Bake in a preheated 350-degree oven 25 to 30 minutes or until heated through. Serve with lettuce, tomatoes, sour cream and olives, if desired.

Makes 5 servings

From Simple & Delicious, July/August 2006; recipe shared by Kristi Black, Harrison Township, Mich.

EGGS LORRAINE

4 slices Canadian bacon 

2 slices Swiss cheese

4 eggs

2 tablespoons sour cream

1/8 teaspoon salt

1/8 teaspoon pepper

Minced chives (optional)

Coat 2 shallow oval 1 1/2-cup baking dishes with nonstick cooking spray. Line with Canadian bacon; top with cheese. Carefully break 2 eggs into each dish. In a small bowl, whisk sour cream, salt and pepper until smooth; drop by teaspoonfuls onto eggs.

Bake, uncovered, at 350 degrees 25 to 30 minutes or until eggs are completely set. Sprinkle with chives, if desired.

Makes 2 servings

From Cooking for 2, Spring 2006; recipe shared by Sandra Woolard, DeLand, Fla.

COCONUT ICE CREAM TORTE

This is one showstopper definitely created with busy hostesses in mind. It's super easy, feeds a crowd and can be made days ahead for convenience.

18 macaroons, crushed

1/4 cup butter, melted

3/4 cup hot fudge ice cream topping

26 snack-size Mounds OR Almond Joy candy bars

1 quart vanilla ice cream, softened

1 quart strawberry ice cream, softened

1/4 cup sliced almonds, toasted

In a small bowl, combine macaroon crumbs and butter. Press onto bottom of a greased 10-inch springform pan. Freeze 15 minutes.

In a microwave-safe glass bowl, heat hot fudge topping on high power 15 to 20 seconds or until pourable; spread over crust. Arrange candy bars around edge of pan. Freeze 15 minutes. Spread vanilla ice cream over fudge topping; freeze 30 minutes.

Spread strawberry ice cream over vanilla layer; sprinkle with almonds. Cover and freeze until firm. May be frozen up to 2 months. Remove from freezer 10 minutes before serving. Remove sides of pan.

Makes 13 servings

NOTE: If Almond Joy candy bars are used, arrange bars with almond side facing inward toward the center of the pan.

From Simple & Delicious, July/August 2006.

MAKEOVER FRUIT PIZZA

1 cup all-purpose flour

1/4 cup powdered sugar

1/2 cup cold butter

1 (8-ounce) package reduced-fat cream cheese

1/3 cup granulated sugar 

1 teaspoon vanilla

2 cups halved fresh strawberries

1 (11-ounce) can reduced-sugar mandarin oranges, well-drained

1 cup fresh blueberries

5 teaspoons cornstarch

1 1/4 cups unsweetened pineapple juice

1 teaspoon lemon juice

In a large bowl, combine flour and powdered sugar. Cut in butter until crumbly. Press onto an ungreased 12-inch pizza pan. Bake in a preheated 350-degree oven 10 to 12 minutes or until very lightly browned. Cool on a wire rack.

In a small mixing bowl, beat cream cheese, granulated sugar and vanilla until smooth. Spread over cool crust. Arrange strawberries, oranges and blueberries on top.

For glaze, in a small saucepan, combine cornstarch, pineapple juice and lemon juice mixing until smooth. Bring to a boil; cook and stir 2 minutes or until thickened. Cool slightly. Drizzle over fruit. Refrigerate until chilled.

Makes 16 servings

From Light & Tasty, July 2006.

ANTIPASTO PASTA SALAD

SALAD:

1 (16-ounce) package penne OR medium tube pasta

1 green OR sweet red pepper, julienned

1 (15-ounce) can garbanzo beans OR chickpeas, rinsed and drained

1 bunch green onions, sliced

4 ounces Monterey Jack cheese, julienned

4 ounces mozzarella cheese, julienned

4 ounces brick OR provolone cheese, julienned

4 ounces thinly sliced hard salami, julienned

3 ounces thinly sliced pepperoni

1 (2 1/4-ounce) can sliced ripe olives, drained

1 to 2 tablespoons minced fresh chives

2 plum tomatoes, sliced and halved

BASIL VINAIGRETTE:

2/3 cup vegetable oil

1/3 cup red wine vinegar

3 tablespoons minced fresh basil OR 1 tablespoon dried basil

1 garlic clove, minced

1/4 teaspoon salt

For Salad, cook pasta according to package directions; rinse under cold water and drain. In a large bowl, combine pasta, vegetables, cheeses, meats, olives, chives and tomatoes.

For Basil Vinaigrette, in a small bowl, whisk together all vinaigrette ingredients. Pour over salad; toss to coat. Cover and refrigerate until serving. Toss before serving.

Makes 18 servings

From ``The Taste of Home Cookbook: Timeless Recipes From Trusted Home Cooks,'' Reiman Media Group Inc; recipe shared by Bernadette Nelson, Arcadia.

Recipe Web sites for cooks

Recipe sites abound on the Web, but those that are easy to search take some time to find.

Taste of Home has a new recipe finder at www.tasteofhome.com. Launched last October, it offers more than 20,000 kitchen-tested recipes from various Reiman publications. Magazine subscribers will have access to 5,000 more.

You can search for recipes by name, ingredients, recipe or nutritional category, contest winners, time (prep/cook), publication and much more.

``The searching capabilities are extensive,'' says Bob Ottum, executive editor, digital media, Reiman Publications, adding that ``in the industry, it's probably one of the best recipe search engines that exists.''

You can make a grocery list for recipes you request -- and the number of recipes included on the list is not limited. You can also sign up for e-mail newsletters and an e-mail menu saver with coupons.

You can also submit recipes for consideration for magazine publication and contests.

``We want to keep the brand fresh and active during the two-month span between issues,'' adds Ottum. The recipe finder has about 600,000 unique visitors a month and about 7.5 million page views. People come to the Web site mostly for recipes, although visitors will also find a bulletin board for sharing and chatting about tips, techniques, untested recipes (their own or from other sources) and food-related thoughts.

Ottum notes that most site visitors are looking for seasonal recipes -- such as turkey and related fixings in November, low-calorie recipes after the first of the year and grilling recipes in summer.

Recipes can be saved in a personal recipe box, even if you're not a magazine subscriber, but e-mail registration is required. Four Cheese Spinach Lasagna is the top recipe saved.

-- N.H.

CAPTION(S):

4 photos, box

Photo:

(1 -- cover -- color) How America really cooks

(2 -- color) no caption (magazines)

(3 -- color) no caption (EASY CHICKEN ENCHILADAS)

(4 -- color) no caption (MAKEOVER FRUIT PIZZA)

Box:

Recipe Web sites for cooks (see text)