The David Chang journal and app that was announced last week is just the first of a new imprint McSweeney's Books is launching later this spring. Inspired by the very encouraging response to the food section in a one-off newspaper prototype McSweeney's published in December 2009, McSweeney's co-publisher Chris Ying wanted to create an imprint for cookbooks. "The overwhelmingly positive response to that section gave us an inkling that there was a market and demand for a more unconventional approach to cookbooks," Ying told PW. Describing the imprint, Ying said, "We're trying to make something that appeals not only to foodies, but to readers who appreciate good writing and art in general."
David Chang Journal Lucky 'Peach' To Inaugurate New McSweeney's Cookbook Imprint