• by Michael Shields , July 2, 2004

When Chile Pepper magazine started back in 1987 out of Albuquerque, New Mexico, it was not for the masses. It was, rather, "a cult kind of book," says Publisher and Editor in Chief Joel Gregory--a small regional publication geared for hot-food, pepper enthusiasts.

In 1996, the magazine was moved to Fort Worth, Texas with an eye toward expansion, but it really took off in 1999 when Gregory and two other investors purchased the title with the intention of bringing it to a larger audience.

Today, Chile Pepper's readership is far more national; California and Texas are predictably the top two circulation states, but surprisingly, Ohio, Pennsylvania, New York, and Florida are tied for third.

Circulation has also taken flight, averaging in the 60-70-thousand range for the bimonthly, and delivering an estimated total readership of 250,000.

This growth burst is the result of several factors. The book de-emphasized hot, eventually settling on a new tagline, "The Zesty Life"--dropping "For those who like it hot," and broadening the editorial focus to become less "culty" and more accessible.

"That connotes what the magazine is about: bold, flavorful cooking," Gregory says.

The magazine is not just for master chefs or 'chile-heads,' as Gregory refers to the magazine's original core. "We wanted the knowledgeable home cook," he said. "Ninety percent of our food can be eaten by anyone."

In addition to the editorial shift, Chile Pepperhas also benefited from national trends, the first of which is the "new majority-minority," says Gregory, referring to the fact that Latinos have become the largest ethnic minority based on the most recent census. Their influence extends beyond just Tex-Mex dishes popping up on menus in every local restaurant to "every variety of cooking fusion," says Gregory, "including Japanese food with jalapeños."

And cooking is one very hot media category. "The whole complex of food media is huge," Gregory says. That includes the Food Network, radio shows on cooking, and celebrity chefs who preach about spicy foods.

Chile peppers have also been credited with health benefits, from protection against various heart ailments to weight loss aids.

Chile Pepper's editorial is filled with cooking and recipes, but the magazine also includes slice-of-life pieces, such as restaurant profiles and lifestyle pieces.

Coverage also extends beyond just Mexican food, with theme issues centered on zesty Italian, Cajun, and barbecue.

The advertising business has taken off as a result of this growth and associated buzz. "We used to look people up," Gregory says. "Now they look us up."

Plans are in motion to grow the book larger. Gregory is confident that the right partner, which has yet to emerge, will help take the magazine to new heights.