From its humble beginnings as a free liquor store magazine, Bon Appétit has since grown into a major food and lifestyle brand, catering to a wider audience than the one originally envisioned by its parent company, Condé Nast. Bon Appétit has a YouTube channel, launched by Condé Nast in 2012. Its style revolves around informal food tutorials, led by hosts with a strong on-camera presence, such as Brad Leone, the focus of this study. 

Through Bon Appétit’s YouTube channel, Condé Nast now addresses a different audience in a different manner, which results in a shift of tone as they transitioned online. Bon Appétit now sits at the intersection between digital and lifestyle journalism, and exemplifies a “postmodern turn” in journalism. YouTube as a postmodern digital space is one where amateurs brand themselves as professionals to appear legitimate, and professionals brand themselves as amateurs to appear relatable. By offering an informal creative space which was never intended to conform with traditional journalistic norms, YouTube now fills the needs of audiences and content creators alike (which significantly overlap), and has fostered the next era of lifestyle journalism.