You might recall that several weeks ago Frank Marafiote wrote a rather long-winded though impassioned guest commentary about recent changes at his favorite magazine, La Cucina Italiana.
(You can read his original commentary here.)
Frank, as you might have guessed, was not happy. Neither were many other readers. This blog has had numerous hits on that story and comments from readers who also were not pleased with the changes.
I am delighted to inform everyone that La Cucina Italiana is taking the feedback to heart. Yesterday we received a very helpful comment from the general manager of the magazine, Jacopo Barioli.
Here’s what he had to say:
Dear All,
I would like to assure you that the publisher of La Cucina Italiana is very open to suggestions from readers, and has already made some changes to the magazine. Readers have said that the font size on the recipes was too small, and it will in future be bigger; readers have complained that there was no recipe index, and it will be re-introduced.
Reading your feedback, I understand that the magazine should be about food, and not “James Bond design”. Guess what? Yes, the design story is gone as well! The January/February issue of the magazine will be about Italian, traditional food and how to make it. Just like you want it to be. I ask you to give us one more chance to prove to you that we are listening, and trying to give you the magazine you want and love.
Yours sincerely,
Jacopo Barioli
General Manager
La Cucina Italiana
My thanks to all of you who commented here or directly to the magazine. Also, my thanks go to my partner, Frank Marafiote, who tried to put into words what many others were feeling.
Personally, I hope that people will give the magazine another chance. Since the former editor, Paolo Villoresi, is also still publishing Italian Cooking and Living, I think it would be fair to evaluate both magazines and make a choice based on what pleases you most.
Of course, you could read them both!
13 responses so far ↓
Patricia Pace // December 8, 2007 at 9:44 am
Dear Mr. Barioli,
Several weeks ago, I sent you a subscription request card I found in your magazine. I asked for a subscription for myself and one for my daughter. Nothing happened until yesterday when I received a letter from you telling my that if I renew my subscription, I can have a gift subscription free. All I ever wanted was a personal subscription, which I did not receive, and the same for my daughter, which she did not receive. I cannot renew what I never had. I simply had no response from your company for my subscription request. Can you help? This was to be part of my daughter’s Christmas present. Thank you. Patricia
Kathleen Wolf // December 29, 2007 at 1:03 pm
Kudus to the new editors of the Jan/Feb 2008 La Cucina Italiana. I have subscribed to this magazine for a very long time or bought it in the grocery store when I din’t have a subscription. I loved the old magazine but had some problems with the design…reverse printing on dark pages, etc. Then there was a short period recently when the recipes started to contain off-the-shelf ingredients that were not exactly authentic. I did go ahead a renew this year and gave a gift of it to another foodie friend.
As an artist I appreciate the new design, it is clear, concise and much easier to read. Matching the photos with the recipes is also more helpful than seaching and article to match up the recipes with photos on previous pages.
I appreciate that the product design pages were dropped for more recipes( I really dislike that in a food magazine). Overall, the look is much better and quite frankly, I don’t miss all the pages taken up with past events from the ICA. Living on the west coast of the US, this meant little to me.
The new magazine has a much cleaner look, easier to read, and I really appreciate having the Italian names of the food over the English translation. This is a very workable format.
If you can avoid trying to turn it into a home design and travel magazine and keep the focus on Italian regional foods and wines, I will definitely keep renewing the subscription.
Patricia Pace // February 15, 2008 at 8:38 pm
Hello, On December 30, 2007, I sent you a check in the amt. of $43.94 for a subscription for me and one for my daughter. Today I received a notice that I owe 11.98 on my daughter’s subscription, but that she is to receive another subscription already paid for. I thought I had paid for 2 subscriptions; one for me and one for her. At this point I would like my money back and to cancel my subscription applications to this company which apparently does not know how to conduct a business. Thank you. Patricia Pace
paul grella // February 18, 2008 at 12:00 pm
I cant agree with many letter writers who passed negative comments about the magazine. I have been getting it for years and complained vigorously about the poor design content. Well, they did a pretty fair number with the inside pages but the cover was still an antique. When this new regime took over they did a complete overhaul and it is superb, both in design and content. No more home town junk by Villoresi and his swollen ego and faded tales about small towns with, most often amateur photos as an accompaniment. Hurray for the new magazine, long may it wave.
Rake Morgan // February 18, 2008 at 2:32 pm
To each his own, Paul.
Tom Goodwin // February 26, 2008 at 4:32 pm
Well, apparently “the powers that be” have heard the outcry. Take a look at the April 08 issue — new “publishing director,” new editor in chief. All evidence of the previous (short-lived) regime gone. The magazine’s “new look” also apparently lasted only two issues: once again it has been overhauled and now it more closely resembles the style and approach to which we had grown accustomed for many years.
To Paul Grella, may I say I thought the “home town junk” of Villoresi was part of the magazine’s charm. I found the new (and now gone) magazine to be hip and fast-moving, but very stark and cold, and the recipes were no longer manageable. But I accept that this is a matter of personal taste.
What turned me (and my subscription) off is what I consider to be one of the most egregious examples of “change management” (or mismanagement) I’ve ever seen. One day Paolo, swollen ego or not, is there; and the next day he is gone — as if he never existed. The recipes changed, the style for presenting them changed, the design and format were abruptly changed. Change often is good, but I’d rather not have it come as a total shock. Suddenly my magazine was completely foreign to me, no pun intended.
The last straw for me was the astonishing arrogance of the new editorial team, which seemed determined to pretend that nothing had gone on before. When one is trying to make friends (or retain a loyal subscription base), it helps to explain what is happening, and why, with an air of some humility and grace. I honestly believe I would have been more receptive to the new approach had someone said, just once, “We want to thank Paolo Villoresi and the other editors for their many years of service in bringing delightful Italian cuisine and culture to the world,” or something like that.
I don’t know Mr. Villoresi, but after all these years, I feel as though I do. That feeling me caused me to try out his new online zine, “Cibo.” It’s only 10 bucks a year, it’s clean and colorful, and, well, it makes me feel as though I’m among friends again.
Andrea Taylor // March 6, 2008 at 6:53 pm
I subscribed to this magazine for a friend and she has not yet received a single copy.
Patricia Ripley
100 Black Cat Rd.
Plymouth, Ma.
Andrea Taylor // March 6, 2008 at 6:54 pm
I subscribed for a friens
Patricia Ripley
100 Black Cat Rd.
Plymouth, Ma.
She has not received the magazine
Jon Sellew // April 2, 2008 at 3:39 pm
As someone who strategizes and writes websites (among other things) for a living, I went to the “American” version of the La Cucina Italiana website intending to pay online for a subscription …and found a poorly translated site with user unfriendly navigation, no Contact link, and after having filled out the Registration information twice, there was no click to activate it. Frustrating. Who needs it?
If the new publisher/editors want the US version to succeed, you had better get the website fixed right away.
If you’d like help, please contact me.
Jon Sellew
MagicWords.com
jon@magicwords.com
Salvatore Natali Donato // April 16, 2008 at 5:27 pm
How dare you ask for a renewal…when I have only received TWO (2) issues and I paid for two (2) years worth of subscripitions…My friends who are non-Italian to whom I touted your magazine…and they signed up…are saying “Italians are a bunch of Thieves” …Mr. Barioli my father and grand father fought to preserve the integrety of Italians was brought down by something like this…essere in disgrazia
Rake Morgan // April 16, 2008 at 5:58 pm
Although I appreciate everyone taking the time to write, please be aware that I am not an employee of La Cucina Italiana. I cannot resolve your subscription issues.
Earlier today we spoke to Mr. Baroli and evidently some confusion has arisen because they have changed their web site location. If you wish to visit the site go to http://www.lacucinaitalianamagazine.com
They also have a customer service number:
1-877-282-4825.
Thank you!
– Rake
Jacopo Barioli // April 16, 2008 at 6:27 pm
Dear Readers,
I sincerely apologize for all the problems many of you have had with our subscription services. We have recently changed fulfilment house due to their poor service, and I’m pleased to let you know that all problems related to billing and renewals have been resolved.
Should you need any assistance you can call our customer services number on 1-877-282-4825, or e-mail us at info@quadratumusa.com. I will be reading e-mails myself and will be happy to help you with any problems you may have.
Thank you,
Jacopo Barioli
Kathleen Mugnolo // May 1, 2008 at 11:28 am
I ordered a gift subscription for our son last
Christmas (2007). He has not received it yet.
It was supposed to be complimentary with us
renewing our subscription. He is at:
Carl J. Mugnolo
772 Dragonfly Drive
Myrtle Beach, SC 29579
Please look into this for us. We love your magazine and understand you’re having
some problems but please don’t quit publishing!
Kathleen Mugnolo
540-270-1005
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