America's Test Kitchen Builds On Strengths As It Sets New Directions [Forbes]
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Source: Forbes
Tony Silber Contributor i Jul 16, 2018, 09:05pm #MarketMoves America’s Test Kitchen carved out space as a high-end media brand long before the era of superstar TV chefs, gaining a large and loyal following behind co-founder Christopher Kimball. After Kimball left in a contract dispute three years ago, CEO David Nussbaum—at the company for less than two months—had to learn to innovate on his own. He did so, in interesting new ways. The company was known for its rigorous testing of recipes and equipment, and for its folksy PBS cooking shows. It was trusted for its integrity and a no-ads policy in its print magazines and admired for brand innovation. Presiding over it all was Kimball, a bow-tied, glasses-wearing, transplanted New Englander in a red apron, who hosted the brand’s shows and came to symbolize its attributes. To the outside world, Kimball was ATK. When he left, the company was at a turning poin
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