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From websites and podcasts to primetime television and consumer magazines, no medium is spared by the gastronomic wave. Coverage ranges from food policy issues and concerns about what we eat to culinary competitions and beautifully stylized recipes. People who blog or photograph their meals for fun take their craft increasingly seriously---which can turn their hobby into paying jobs. As a result, career tracks that combine a love of food with writing, visual, or technological skills have become ever more viable, and plentiful.
Until now, no place existed to train in the many aspects of media that relate to the culinary world. The Center for Food Media at the Institute of Culinary Education was developed to help fill that gap, offering classes that will suit your needs whether you work freelance or on staff, are a beginner, a career changer, or a seasoned pro. You cannot afford to master only one aspect of the food world to succeed. Understanding the ins and outs of being a food writer, including necessary business skills, will put you that much closer to making it a full-time career. Taping your own podcast and posting it on your website will increase your visibility and show that you use several digital technologies. Having a strong understanding of the economics of food production and consumption or of food history will allow you to cover an even wider range of topics. ICE has all these classes and more, including writing recipes, culinary travel writing, writing for the web, working with an agent, creating a TV show, or becoming a publicist, all aiming to make you a well-rounded professional.
Instructors are all actively engaged in the profession about which they teach, and possess a strong command of the media world on a national scale. They are passionate about what they do, and about teaching it to you. Thanks to their knowledge, you will be that much closer to your dream job, or that much better at your dream hobby.
So welcome. It is my pleasure to present to you this latest addition to the ICE professional development programs. I hope that you are as excited about it as we are, and look forward to seeing you in class.
All my best,
Anne E. McBride
Director, Center for Food Media at ICE
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COMING IN 2009
Wine Writing
How to Get a Great Idea
Shooting a Food Show
Recipe Testing
Recipe Development
10% discount
on Food Media Department
classes for ICE Alumni
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| PRIMER COURSES |
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How to Write a Recipe
Marge Perry
Monday, October 6, 7-9 PM
or Wednesday, March 11, 7-9 PM
$75 · 1 session
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Thinking of writing a cookbook or a magazine/newspaper article with recipes? Whether you are a professional chef, aspiring food writer/cookbook author, or established writer who would like to be able to include recipes in your pieces, you need to learn how to write clear, compelling recipes that make people want to cook your food. Learn the rules that all good recipes must follow and the techniques that give a recipe personality without detracting from clarity. The class will include exercises and practice recipe writing, and information on how to develop recipes for publication. Marge Perry writes a syndicated column for Newsday, is a contributing editor for Cooking Light and Health, and the nutrition columnist for Better Homes & Garden, and writes for Self, the New York Times, and many other publications. She reviews restaurants, has contributed to over 20 cookbooks (as well as written her own), and makes frequent television appearances.
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Food Economics Primer
Fabio Parasecoli
Mondays, October 27-November 10, 7-9 PM
$205 · 3 sessions
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This course, especially designed for food media professionals, is a general introduction to the economic issues related to the production, distribution, marketing, consumption, and disposal of food products. At a time when the rise of commodity prices has become a worldwide emergency and international negotiations about trade shape the future of food markets, it is important to understand the complex mechanisms governing these transformations. The course will develop in three sessions: the first one will be dedicated to the basic tools of food economic analysis (among others: supply and demand, elasticity, externality, comparative advantage, international trade); the second will focus on the United States, its food production structures, and its use of policies such as tariffs, quotas, subsidies etc. The third will analyze the functioning of the World Trade Organization, the concept of geographical indications, and the trade wars between the US and Europe, including the issues regarding trademarks.
Fabio Parasecoli lives in Rome and New York City. He is the U.S. correspondent for the Italian food and wine magazine Gambero Rosso. He studied political science, Islamic and East Asian cultures in Rome, Naples and Beijing, and worked as a freelance journalist in foreign affairs and political issues in the Near and Far East. He teaches courses about food in the program for Communication and Journalism in Food and Wine at the Città del Gusto School in Rome and in the Department of Nutrition, Food Studies, and Public Health at New York University. Among his recent publications are Food Culture in Italy (2004) and Bite me! Food and Pop Culture (2008). He is president of the Association for the Study of Food and Society.
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Food and Pop Culture
Fabio Parasecoli
Thursday, November 20, 7-9 PM
$75 · 1 session
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Food is pervasive. Its social, economic, and even political relevance cannot be ignored. Food influences our lives as a relevant marker of power, status, gender, ethnic, and religious identities. This course will explored the presence of food in pop culture, especially the "low brow" or even "trash" kind, with the purpose of revealing interesting aspects of our relationships with the body and, more specifically, with eating and ingestion. Pop culture has become an arena where new narratives, changing identities, and possible practices become part of a shared patrimony that influences our everyday lives. Analyzing and uncovering certain practices, ideas, and discourses hidden in the way pop culture deals with food and eating, we can adopt a more critical and constructive stance as citizens, and not only when it comes our choices about what to put on the table and in our mouth.
Fabio Parasecoli lives in Rome and New York City. He is the U.S. correspondent for the Italian food and wine magazine Gambero Rosso. He studied political science, Islamic and East Asian cultures in Rome, Naples and Beijing, and worked as a freelance journalist in foreign affairs and political issues in the Near and Far East. He teaches courses about food in the program for Communication and Journalism in Food and Wine at the Città del Gusto School in Rome and in the Department of Nutrition, Food Studies, and Public Health at New York University. Among his recent publications are Food Culture in Italy (2004) and Bite me! Food and Pop Culture (2008). He is president of the Association for the Study of Food and Society.
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Cookbooks & Agents: Exploring the Role of the Culinary Literary Agent
Lisa Ekus-Saffer
Saturday, January 17, 2-4:30 PM
or Saturday, June 6, 2-4:30 PM
$75 · 1 session
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It is estimated that 80 percent of the books published today are brought to an editor's attention through an agent, and many publishing houses note that they will not accept manuscripts or proposals without agent representation. This course examines the role of the culinary literary agent in the publishing process and answers such questions as: How does one find an agent? What is the value of an agent? How does an agent get paid? What does the agent expect of the author? The session will also cover the future of the publishing market and concludes with a brief Q&A.
Learning Objectives:
Learning Objectives:
- Identify the responsibilities of literary agent and author
- Explore the publishing process
- Discuss the importance of platform to prospective publishers
- Learn the proper format of a cookbook proposal
- Define key financial terms, such as advance and royalties
- Learn how to find and approach an agent
Lisa Ekus-Saffer is the founder and president of The Lisa Ekus Group, LLC, a full-service public relations firm and literary agency in Hatfield, Massachusetts. She offers more than 25 years of experience representing a diversified selection of cookbooks, restaurants, food personalities, and food products to the media. She has media trained a number of celebrated chefs—including Emeril Lagasse, Charlie Trotter, Marcel Desaulniers, and Padma Lakshmi— and currently represents more than 80 talented authors worldwide, such as Anne Willan, Elizabeth Andoh, Dave Joachim, Virginia Willis, and Diane Morgan.
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Food History Primer for Food Writers
Cathy Kaufman
Wednesdays, January 21-February 4, 6:30-8:45 PM
$205 · 3 sessions
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Food and cookery have incalculable importance in history. From our Neolithic ancestors' invention of agriculture to the contemporary furor over genetic engineering, technology, religion, climate, medicine, politics, and yes, fashion, have influenced what appears on the plate or in the glass. Placing food and cookery in historic context is the focus of this new series, designed for journalists, writers and others wanting to enrich their understanding of the cultural significance of food and drink through a rapid immersion into the large themes and trends that have changed the way people eat.
The first session will introduce the foodways of the ancient through medieval world, including the strong relationship between food and medicine, the development of the recipe, and the exchange of culinary knowledge before the printing press made cookbooks affordable. The second session will cover the fifteenth through eighteenth centuries, including Pre-Columbian food in the New World, the birth of haute cuisine, and the beginning of national cuisines. The final session with address the modern world, including industrialization, immigration, restaurants and the status of chefs, and the evolution of meal service. An extensive bibliography will be provided, and there will be suggested readings in advance of each session.
Cathy Kaufman has worked in the field of culinary history for more than a decade, teaching hands-on historical cookery classes, lecturing, and writing. She is the author of Cooking in Ancient Civilizations (2007) and was a senior editor of the Oxford Encyclopedia of Food and Drink in America (2004); she has had articles published in The Oxford Symposium on Food and Cookery, Gastronomica, and other journals and encyclopedia. She has acted as an advisor for historical dining to The Italian Cultural Foundation of America, Sotheby's Institute of Art, and The Merchant's House Museum, and conducts food history tours in NYC for Context Travel. Since 2003, she has been the chairperson of the Culinary Historians of New York.
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Researching in a Foreign Country — Even Our Own
David Leite
Wednesday, March 25, 7-9:30 PM
$75 · 1 session
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Writing an article on the dining traditions of Spain, a book on the foods of the Caucasus region in Eastern Europe and Southwest Asia, or producing a blog video about the barbecue sauces of the deep South? In all cases, you'll need to understand how to go about researching in an effective, economical way. Where do you start? To whom do you speak? How do you cut through the very thick red tape that can sometimes stand between you and your goal? Three-time James Beard Award-winning writer and Web site publisher David Leite will reveal the secrets to a success research trip around the world or across the country. He spend the better part of a year living and working in Portugal for his upcoming book The New Portuguese Table: Exciting Flavors from Europe's Western Coast (Clarkson Potter, 2009). Learn what stateside agencies can help you abroad, how to get the proper papers and work visas, how not to make unforgivable gaffs that can cost you, techniques for getting through language barriers, foolproof ways of making sure your have your information, how to hire guides and drivers, and surefire methods of getting into the kitchens of cooks. David Leite currently writes for the New York Times and Martha Stewart Living, and his work has appeared in Gourmet, Bon Appétit, Food & Wine, Saveur, and Food Arts, among others. His site, Leite's Culinaria, has been one of the Internet's most popular and lauded sites for almost a decade.
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Experimental Cooking Primer
Anne E. McBride
Wednesday, May 6, 7-9:30 PM
$75 · 1 session
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| Using science and technology to better understand cooking processes and ingredients has become one of the most talked about developments in the culinary world in recent years. But what exactly does liquid nitrogen do? What is the regulation on sous vide cooking? Why should the term "molecular gastronomy" not be used? Is it dangerous? How does an anti-griddle work? What events best address this type of cooking? Which chefs do experimental cooking? This class will give you answers to those questions and more, to prepare you to write about experimental cooking or simply help you better understand the topic. You will receive a guide to experimental cooking complete with definitions, who's who, and references such as websites and articles. Anne E. McBride is the director of the Experimental Cuisine Collective, a working group of scientists, chefs, scholars, media, and food enthusiasts that uses techniques and methodologies from both the humanities and sciences to examine the properties, boundaries, and conventions of food. She writes and lectures on experimental cooking for both popular and academic audiences.
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| | FOOD WRITING
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Secrets of a Food Journalist
Ramin Ganeshram
Saturday, September 6, 10 AM-12:30 PM
or Saturday, February 21, 10 AM-12:30 PM
$75 · 1 session
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In this class, students will learn the essential tools for becoming a food journalist--without going to journalism school. Veteran writer and editor Ramin Ganeshram, who regularly writes for Newsday, will share how to write a pitch letter that sells, how to get your work published even when you're just starting out, along with basic editing skills, the difference between the various types of food stories, and research tips and tricks. You will do in-class writing exercises in essay format and reviews based on tastings (yes, you'll get to eat and write about it!). Ramin Ganeshram has written about food and culinary traditions for Bon Appétit, Gourmet, Saveur, Four Seasons, Cooking Light, Newsday (as a regular contributor), and many other publications. An ICE alumna, she is the editor-in-chief of canvas, a sustainable lifestyle magazine.
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How to Be a Food Writer
Marge Perry
Thu-Fri, September 18-19, 10 AM-12:30 PM
or Wed-Thu, January 7-8, 7-9 PM
or Thu-Fri, May 7-8, 9-11 AM
$135 · 2 sessions
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Do you want to write about food for magazines and newspapers, or do you dream of writing a cookbook? This class will help you understand what food writing is all about---and will help you prepare to enter the business. You will learn how to turn your ideas into pitches that sell, participate in writing exercises that help refine your skills, learn what the various types of food writing are and which is the best fit for you, and learn to match your specific interests to the right publishing outlets. Marge Perry writes a syndicated column for Newsday, is a contributing editor for Cooking Light and Health, and the nutrition columnist for Better Homes & Garden, and writes for Self, the New York Times, and many other publications. She reviews restaurants, has contributed to over 20 cookbooks (as well as written her own), and makes frequent television appearances.
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Food Writing 101
David Leite
Wednesdays, September 24-November 12, 7-9:30 PM
or Tuesday, April 7-May 26, 7-9:30 PM
$560 · 8 sessions
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Settle in with food writer, author, and Web site publisher David Leite for an intensive 8-week exploration of food writing. In this course, you'll learn the secret to finding great ideas and how to turn those ideas into irresistible query letters editors will love. Along the way you'll be introduced to the different types of food articles and learn how to fine tune those articles for newspapers, magazines, and the Internet. And if you've ever wondered how the industry works, that's covered, too. Learn about the care and feeding of editors, dealing with tough contracts, understanding your rights, and building an impressive portfolio of clips. David Leite is a three-time James Beard Award-winning writer and Web site publisher. He currently writes for the New York Times and Martha Stewart Living, and his work has appeared in Gourmet, Bon Appétit, Food & Wine, Saveur, Food Arts, among others. His site, Leite's Culinaria, has been one of the Internet's most popular and lauded sites for almost a decade. His book, The New Portuguese Table: Exciting Flavors from Europe's Western Coast, will be published in 2009 by Clarkson Potter.
NOTE: Please bring a copy of your favorite food publication to class.
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Restaurant Reviewing
Andrea Strong
Wednesdays, October 20 and 27, 7-9:30 PM
or Wednesdays, February 25 and March 4, 7-9:30 PM
$135 · 2 sessions
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Have you ever wanted to write restaurant review? If the answer is yes, the learn the art of the restaurant critique from Andrea Strong, veteran food writer and creator and author of The Strong Buzz, where her reviews appear each week. You'll learn how to judge a dish, how to describe food (without using the word delicious), and what elements need to be in a review. You'll also discuss the ethics of comps and the issue of anonymity. This is a practical class—you'll write and workshop a review and you'll leave with a set of tools to rely on going forward in your writing career. Strong's writing appears weekly in the New York Post, and on Bloomberg. She writes for New York Magazine, Time Out New York, Real Simple, Travel & Leisure, Paper, Food & Wine, and Gourmet. She is also the co-author of Sparks in the Kitchen, with Katy Sparks (Knopf, 2006).
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Food Essay Writing
David Leite
Tuesday, November 4, 7-9:30 PM
$75 · 1 session
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Ever wonder what goes into those funny, poignant, snarky, pithy food essays popping up everywhere? Well, now get an insider's look at the whole process with food writer, essayist, and author David Leite. In this one-night class, learn exactly what is a essay--and why a rant doesn't qualify — what are the different forms of essays, and what writers are trying to accomplish by writing these beautifully crafted pieces. Also learn how and to whom to pitch an essay. David Leite is a three-time James Beard Award-winning writer and Web site publisher. His essays have appeared eight times in the Best Food Writing series. He currently writes for the New York Times and Martha Stewart Living, and his work has appeared in Gourmet, Bon Appétit, Food & Wine, Saveur, Food Arts, among others. His site, Leite's Culinaria, has been one of the Internet's most popular and lauded sites for almost a decade. His book, The New Portuguese Table: Exciting Flavors from Europe's Western Coast, will be published in 2009 by Clarkson Potter.
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Travel Writing with a Culinary Focus
Sofia Perez
Wednesday, December 3, 7-9:30 PM
$75 · 1 session
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Do you dream of traveling the world in search of great food and wine stories? Saveur Editor-at-Large Sofia Perez will explain the ins and outs of culinary travel writing for food and travel publications, including identifying stories and researching your ideas before you leave home, preparing for your trip and setting up interviews and logistics, reporting the story and working with a photographer on location, cooking with story subjects and transcribing their recipes, maximizing the number of assignments you get for every trip, figuring out which publications and editors to contact for each idea, and crafting the actual story pitch. In addition to writing and editing for Saveur, Perez's writing has appeared in Gourmet, The New York Times, Food Arts, Concierge.com, Epicurious.com, Latina, and other publications. She has also worked as a research editor for Gourmet, and as an associate producer for NBC's Today Show. In 2006, she received the Premios EVA International Women in Gastronomy Award, in the journalist/communicator category, in Pamplona, Spain.
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Ongoing Advanced Food Writing Workshop
David Leite
Wednesdays, January 14-March 4, 7-9:30 PM
$560 · 8 sessions
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For students who have had previous writing instruction and want a safe, supportive, and open-ended environment to focus on their writing at hand, this is it. In the only ongoing food writing workshop in the city, students bring in articles, chapters of books, essays, book proposals—anything they're working on—for careful, critical evaluation. The work will be critiqued by fellow students and the instructor during the week and discussed during class. Because this is a workshop, there are no assignments. All course content, instruction, and critiques are derived and shaped by the material handed in by students. David Leite is a three-time James Beard Award-winning writer and Web site publisher. He currently writes for the New York Times and Martha Stewart Living, and his work has appeared in Gourmet, Bon Appétit, Food & Wine, Saveur, Food Arts, among others. His site, Leite's Culinaria, has been one of the Internet's most popular and lauded sites for almost a decade. His book, The New Portuguese Table: Exciting Flavors from Europe's Western Coast, will be published in 2009 by Clarkson Potter.
NOTE: As this is an advanced workshop, students must submit a 1,200-word writing sample to be considered for the class.
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| | COOKBOOK WRITING
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Get Yourself Published: How to Self-Publish Your Cookbook
Jamie Tiampo
Saturday, November 8, 1-4 PM
$75 · 1 session
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You've got the running narrative, the headnotes, and the recipes all typed out and meticulously edited in Microsoft Word. Now what? Learn the latest self-publishing technologies and roll your own cookbook! Find out the easiest, fastest way to publish your work in a real book, with gorgeous pictures, perfect binding, and a custom cover, at a surprisingly low cost. We will visit a local custom book making shop to see first-hand how books are printed and bound. This class will provide a market survey of book-making services, show you how to layout your materials, and manage the production workflow.
Jamie Tiampo, an ICE alumnus and holder of a master's degree in food studies from New York University, is the host of the insatiablycurious.com video podcast, a professional food photographer, and a partner at dell'anima restaurant. He has self-published two books,Autumn Eats, and Adventures in Eating.
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So You Want to Write a Cookbook
David Leite
Tuesday, February 10, 7-9:30 PM
$75 · 1 session
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Have a terrific idea for a cookbook but are confounded by how to go about it? You're not alone. Even experienced writers can feel flummoxed when facing the blank page. Join David Leite, author of the soon-to-be-published The New Portuguese Table: Exciting Flavors from Europe's Western Coast (Clarkson Potter, 2009), for this info-packed seminar. During the evening, learn what goes into writing a cookbook—generating a great idea, writing (and rewriting) a proposal, contract and advances, who pays for what, how to organize yourself, writing recipes and any narrative elements, recipe testing, photography, being edited, copyediting, proofs, dummies, promotion, publicity, and much more. David Leite is a three-time James Beard Award-winning writer and Web site publisher. He currently writes for the New York Times and Martha Stewart Living, and his work has appeared in Gourmet, Bon Appétit, Food & Wine, Saveur, Food Arts, among others. His site, Leite's Culinaria, has been one of the Internet's most popular and lauded sites for almost a decade.
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Cookbook Proposal Writing
David Leite
Wednesday, March 18, 7-9:30 PM
$75 · 1 session
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Unlike fiction, in which the writer has to complete the manuscript before selling it, non-fiction, including cookbooks, requires a proposal to entice publishers. And because an editor's time is valuable, she needs a proposal that's intelligent, abides the "unwritten laws of proposal writing," and, most of all, makes her want to jump up and cook some of the included sample recipes. In this seminar, led by David Leite, author of The New Portuguese Table: Exciting Flavors from Europe's Western Coast (Clarkson Potter, 2009), learn the tried-and-true (read: successful) cookbook proposal format—and how you can tailor it for your own purposes. You'll also learn how to position yourself as an expert, study the competition and write a compelling case for your book, how to write a killer sample chapter with to-die-for recipes, how to handle narrative elements, and, especially, how to write the crucially important introduction, which is where most writers go wrong. David Leite is a three-time James Beard Award-winning writer and Web site publisher. He currently writes for the New York Times and Martha Stewart Living, and his work has appeared in Gourmet, Bon Appétit, Food & Wine, Saveur, Food Arts, among others. His site, Leite's Culinaria, has been one of the Internet's most popular and lauded sites for almost a decade.
Prerequisite: So You Want to Write a Cookbook.
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| | DIGITAL FOOD MEDIA
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An Insider's Guide to Food Blogging
Andrea Strong
Wednesday, November 12, 7-9:30 PM
or Wednesday, April 22, 7-9:30 PM
$75 · 1 session
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Join Andrea Strong, food writer and author of the city's insider restaurant blog, The Strong Buzz (www.thestrongbuzz.com), as she teaches you how to (and why) start a food blog. You'll learn how to establish your own voice and how to decide what your blog should cover, as well as the practical ins and outs of food writing: how to find information through research and interviews, and the art of food writing and reviewing in general. Harvey Kreiswirth, who runs Big City Partners, a website development strategy and consulting business, will also be on hand to answer questions about the technical side of blogging-building, designing, and developing your website. Ample time will be set aside to answer your questions and help develop and workshop your own food blog ideas. Strong's writing appears weekly in the New York Post, and on Bloomberg. She writes for New York Magazine, Time Out New York, Real Simple, Travel & Leisure, Paper, Food & Wine, and Gourmet. She is also the co-author of Sparks in the Kitchen, with Katy Sparks (Knopf, 2006).
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Writing for the Web
David Leite
Monday, December 1, 7-9:30 PM
$75 · 1 session
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You sit down at your computer, hands poised above the keys, and start to type. But wait. You're writing for the Web now, and the rules are different. The Internet has changed everything. Not the tools of good writing — those will always prevail — but structure, length, tone, mood, content. All different. In this one-night class learn the distinctions between writing for Web sites and for a personal blog, how to attract online editors, getting noticed without getting obnoxious, and, most important — how to make money at it all. David Leite is a three-time James Beard Award-winning writer and Web publisher. His site, Leite's Culinaria, has been one of the Internet's most popular and lauded sites for almost a decade. He currently writes for the New York Times and Martha Stewart Living and is the resident food geek at themorningnews.org. His work has also appeared on epicurious.com, sallysplace.com, and several other Web sites. His book, The New Portuguese Table: Exciting Flavors from Europe's Western Coast, will be published in 2009 by Clarkson Potter.
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| | VISUAL FOOD MEDIA
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Food Styling and Photography Workshop
with James Peterson
Fri-Sun, September 5-7, 9 AM-3 PM
or Fri-Sun, March 20-22, 9 AM-3 PM
$485 · 3 sessions
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Calling all aspiring food stylists! This three-day workshop will give you the opportunity to work with veteran food stylist, photographer, and author James Peterson, and to see your work professionally shot with a large format camera using natural light. You will cook and style food using a large collection of props that will allow you to work in a wide range of styles, and then see how different food looks in print versus just sitting on the plate. You will then learn to work with natural light and your camera to make a dish work as an image. High-quality digital “polaroids” will be produced during the shoots so that you can see your work in print, and final shots will be printed out on a high-quality ink jet printer for ready inclusion to your portfolios. At the end of each day, you will compare each other's work and discuss how you can make your photographs more dramatic and effective.
After working as a chef and culinary instructor, James Peterson focused his culinary pursuits on teaching and on writing cookbooks. He is the author of nine books (with more in the works), many of which have won prestigious James Beard and International Association of Culinary Professionals Awards. Peterson photographed all his books, which include Sauces: Classical and Contemporary Sauce Making, which was awarded the prestigious Cookbook of the Year award by the James Beard Foundation, Splendid Soups, Fish and Shellfish, Vegetables, Essentials of Cooking, Glorious French Food, and his latest opus, Cooking.
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So You Want to Be a TV Chef?
Alan Madison
Wednesday, September 24, 7-9:30 PM
$75 · 1 session
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So you want to be a TV chef? You have an idea for a cooking show? Producer/Director Alan Madison has worked on hundreds of food shows with dozens of chefs across the country. He gives an overview of how to produce and star in a TV food show. For the past 10 years, Madison has traveled around the country and world producing and directing various food shows. He has worked with Emeril Lagasse, Rachael Ray, Rocco DiSpirito, Jacques Torres, Sara Moulton, Rick Bayless, and Charlie Trotter. He most recently directed 30 shows for “Emeril Green,” a daily cooking show for Planet Green starring Chef Emeril Lagasse.
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A Career in Food Styling and Food Media
Allison Fishman
Saturday, October 4, 7-9:30 PM
or Monday, February 9, 7-9:30 PM
$75 · 1 session
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Even though you've worked hard to learn how to cook beautiful food, sometimes it seems as if landing your first position in food media is the real challenge! Allison Fishman has worked both in front of and behind the camera for Martha Stewart, Food Network, TLC, and Cooking Light. She will help you navigate the world of food media, including getting your foot in the door, creating a work/life balance, negotiating compensation, and retaining a full-time job or consistent freelance work in the ever-changing world of food media. Following her recommendations will get you that much closer to a position on a television or print shoot. Allison Fishman, an ICE alumna, is a co-host of TLC's Home Made Simple, and owns The Wooden Spoon, a cooking school in New York. She worked as a recipe developer and food stylist for Martha Stewart and Food Network. Her writing has appeared in Newsday, Cooking Light, and thestreet.com.
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The Keys to Successful Media Appearances and Interviews
Lisa Ekus-Saffer
Saturday, January 17, 9 AM-1 PM
or Saturday, June 6, 9 AM-1 PM
$100 · 1 session
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Fear no more! This class will provide the skills you need to come out from behind the stove and face the media with confidence and enthusiasm. Nationally acclaimed media trainer Lisa Ekus-Saffer will offer specific guidelines for effective media appearances and demonstrations. Topics covered include: identifying and articulating message points; the "dos and don'ts" of interviews; selecting and breaking down recipes for television and event demonstrations; and giving effective sound bites on-air. Presentation will also include video segments from real TV cooking shows and a Q&A session. You will
- understand how to create and lead strong, interesting, mutually-beneficial segments for television, radio, and print
- learn how to prepare for your appearances, interviews, and demonstrations
- gain many practical tips and ideas for improving responses to questions during interviews and appearances
- develop a game plan for addressing individual weaknesses and anxieties.
Lisa Ekus-Saffer is the founder and president of The Lisa Ekus Group, LLC, a full-service public relations firm and literary agency in Hatfield, Massachusetts. Lisa offers more than 25 years of experience representing a diversified selection of cookbooks, restaurants, food personalities, and food products to the media. She has trained a number of celebrated chefs and authors, including Emeril Lagasse, Barbara Lynch, Charlie Trotter, and Marcel Desaulniers.
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 Will Podcast for Food:
How to Create Your Own Online Food Videos
Jamie Tiampo, Courtney Knapp, and Adam Sturm
Saturdays, May 9 and 16, 10 AM-4 PM
$335 · 2 sessions
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 Learn how to produce, host, and distribute your own food video podcast in this unique hands-on class. Join Jamie Tiampo, host of the insatiablycurious.com video podcast, Courtney Knapp, producer of insatiably curious, author of how-to scripts for howcast.com, and researcher and writer for Food Network podcasts, and Adam Sturm, director of photography at podcastgo.com, as they teach you how video podcasts work, and what it takes to produce a professional-quality program that effectively communicates your message.
The class will take place over two successive Saturdays, during which you will learn all of the critical steps necessary to create your own mini food show and distribute it online. On the first day, you will find out how to make a video podcast. Topics will include budgeting, scripting, lighting and sound, basic camera operation, and essentials of set styling. In the week between classes, you will develop your program, and prepare for the shoot. The second day of class will be spent shooting everyone's 5-minute video segment and analyzing the footage with the group. All videos from the class will be posted online. Bring a light lunch, to enjoy while the class takes a 30-minute lunch break.
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| | PUBLICITY AND MARKETING
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So You Want to Be a Publicist?
Jennifer Baum
Saturday, October 25, 10 AM-12:30 PM
$75 · 1 session
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| Ever wonder how those restaurants make it into magazines, on television, or on the radio? Join Jennifer Baum, founder of Bullfrog & Baum, as she reveals the secrets of hospitality public relations in an information-filled session. She will take you along on the journey from opening to review; from launch to success; to quantifying your results as she teaches you the basics of hospitality public relations. You'll learn the abc's of press releases; secrets to successful events; how to make news when there isn't any and many more pr basics. This informative session will end with an opportunity for you to ask questions about your own projects and career. Baum has been in the restaurant industry since 1989. She founded Bullfrog & Baum in 2000 and has grown the firm into a nationally recognized, bi-coastal agency. She is a graduate of Union College and earned her MBA at New York University. Baum has been featured and/or quoted in the New York Times, New York Post, PR Week, Restaurant Insider, WOR Radio, and CNBC. Bullfrog & Baum's client list includes Mesa Grill, BLT Restaurant Group, Aquavit, Starr Restaurants, Il Laboratorio del Gelato, L20, Citizen Cake, and Staub Cookware.
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The series "An Evening With" will provide a unique opportunity to interact with food media luminaries such as writer Michael Ruhlman, Food & Wine Editor in Chief Dana Cowin, and Food Network Senior Vice President, Culinary Production Susan Stockton in an intimate setting. In those casual conversations with the audience, these speakers will discuss their lives and careers, the challenges and rewards of their jobs, changes in the food industry, and much more.
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An Evening with Food & Wine Editor in Chief Dana Cowin
Wednesday, January 14, 7-9 PM
$65
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Dana Cowin has been Food & Wine's editor in chief since 1995. She also oversees Food & Wine Books, which include Best of the Best, the Food & Wine Annual Cookbook, and Food & Wine Magazine's Annual Cocktail Book. She sits on the board of directors of City Harvest, where she launched the annual Skip Lunch Fight Hunger campaign. Before becoming one of the leading forces in the culinary media world, she was managing editor of Mademoiselle, managing editor of HG, and an associate editor of Vogue. Visit www.iceculinary.com/news for a feature interview with Dana Cowin.
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An Evening with Food Network's Susan Stockton
Wednesday, March 18, 7-9 PM
$65
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Susan Stockton, vice president of culinary productions at the Food Network, began working with the television channel when it was still in its infancy, as a freelance stylist and cook. Her responsibilities quickly grew, and she developed the Food Network Kitchens into a food authority, while increasing its staff from six to 23. She and her team provide content and recipes for departments that include the network's website, marketing, sales, production, and its parent company's news service.
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An Evening with Michael Ruhlman
Wednesday, April 15, 7-9 PM
$65
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| Michael Ruhlman, a writer and journalist, is the author of The Making of a Chef, The Soul of a Chef, The Reach of a Chef, and The Elements of Cooking, among many other books. His articles appear in the New York Times, Gourmet, Food Arts, and more. He co-wrote The French Laundry Cookbook, Bouchon, and Under Pressure with Thomas Keller, and A Return to Cooking with Eric Ripert. He was a judge on the Food Network's Next Iron Chef show, and is a regular guest on the Food Network, PBS, and the Travel Channel. |
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