June 6, 2016
Breaking news in breakfast
by Ryan Harrington
In the last few weeks, we’ve written about several major blog closures, from the shuttering of The Toast to the retirement of the New York Times ArtsBeat blog to the end of BookSlut. One could be forgiven for thinking that a long dark night of philistinism has fallen upon us.
But wait! It’s morning again in America. Today, more men and women will have something great to read over breakfast than ever before—thanks to Time Inc.’s new, 100%-dedicated-to-breakfast vertical Extra Crispy.
The site promises to celebrate breakfast as the most important meal of the day, the best meal of the day, and a cultural stronghold worldwide. After only a few days of operation, the upstart has already covered topics as diverse as the rift between different spellings of “doughnut,” that Malaysian coffee shop you’ve been meaning to try, the state of the art in hangover cures, the Kellogg’s empire, and how breakfast gives sustenance (nutritional and spiritual) to the poor.
A press release issued last week says a bit about the geniuses behind the operation:
Extra Crispy has an all-star launch team that includes editors, writers and strategists from brands within and outside of food media, including the New York Times, Tasting Table, Cooking Light, Yahoo!, Bustle and HelloGiggles. Their work has appeared across wide-ranging outlets, such as Bon Appétit, Grub Street, Serious Eats, Vice Munchies, Food52, The New Yorker, Vanity Fair, Elle, the Paris Review Daily, Los Angeles Times, Racked, Men’s Health, CNN and ESPN/Grantland.…
Extra Crispy brings together a diverse network of contributors for a range of experiences and perspectives on breakfast and brunch as a way to experience food and culture. Contributors include Kyle Chayka, Jen Doll, John Freeman, Matt Gross, Anissa Helou, Heidi Julavits, Alana Massey, Chris Offutt, Matt Sumell and Justin Warner.
Extra Crispy is the second original media brand to grow out of The Foundry, Time Inc.’s incubator (a Time Inc.ubat0r?) for new content. The Brooklyn-based ideas shop also gave birth to The Drive in September 2015.
And if reading about bacon isn’t enough sate your appetite, you may want to consider joining the Extra Crispy team: they’re seeking a bacon critic. Sure, that sounds like a dream job—but wake up, dummy, it’s time for breakfast.
Ryan Harrington is a senior editor at Melville House.