NEW YORK -- The focus of the food media has changed dramatically since the days when Julia Child first stared into a PBS camera and taught Americans how to boil a live lobster.
Back in the '60s and '70s, chefs wrote cookbooks to establish themselves professionally, says Geoff Drummond, co-founder of A La Carte Communications in New York. Yet today they compete fiercely for television exposure, and publishers who once sought written proposals for earnest little books ask would-be chefs for flashy TV tapes.
"It's all about entertainment," says Rick Bayless, a passionate Chicagoan and producer of a multi-part PBS series on Mexican cuisine.
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