Edible Indy adds food-media queen Tallman to the mix

October 9, 2013

Edible Indy magazine has changed hands and has hired central Indiana's queen of food media as its new managing editor.

Jeff and Jennifer Rubenstein, of Zionsville, acquired the magazine in September from the mother-daughter team of Cathy Bayse and Helen Workman. One of the Rubensteins' first moves was to hire as managing editor Heather Tallman, also known locally as “Basilmomma” for a food blog of the same name.

heather tallman mug edible indyTallman

The Bargersville-based mother of two has hosted the "Earth Eats" cooking show for kids on "The Friday Zone" on WTIU-TV Channel 30 and WFYI-TV Channel 20. She’s also a host of Internet talk show "Around the Kitchen Sink Radio"; a food columnist for The Daily Journal in Greenwood; a contributor to WXIN-TV Channel 59 morning news; and she occasionally appears on Sean Copeland's morning drivetime show on WYXB-FM 105.7.

Edible Indy is one of dozens of publications around the country affiliated with Santa Fe, N.M.-based Edible Communities, which is the largest alliance of publishers about local foods in the U.S. and Canada.

Among changes planned for Edible Indy are creating an app to better present mobile content and bringing in a new designer to give the magazine a richer, more aesthetically pleasing look, said Jennifer Rubenstein.

The publication, which focuses on fresh and healthy food, also will include more content about local farmers, who “were feeling left out,” she said.

Edible Indy is a free publication distributed to more than 60 locations in central Indiana. Circulation for each quarterly issue is 10,000 to 12,000 copies. The magazine's media kit says the average household income of its readers is $115,000.

Rubenstein and Tallman said the publication had been skewing toward an audience interested in restaurants and organically-grown foods.

“I don’t want people to feel excluded, because they can’t source these [organic] things,” said Tallman.

“I know a lot of Indiana farmers," she said. "It’s hard work. They put everything into it. It’s a product I want to put my money behind.”

Another change will be to give Edible Indy a focus feature each month on someone prominent in the community who likes to eat healthy foods. The next issue, slated for mid-November, will feature a former Indianapolis Colt.

Jennifer Rubenstein, a passionate foodie, is a former senior account manager at an NBC television affiliate and former vice president of a video and event production company. Her husband, Jeff, oversees operations at Golf Club of Indiana near Zionsville.

To make more time for her burgeoning food media empire, Tallman recently resigned from a non-certified position in special education at Center Grove Schools.

As for her food style, “I do a little bit of everything,” said Tallman, but ”I’m not a baker.”

Her introduction to cooking came from necessity. Tallman grew up with two working parents. “It was just imperative that I learned to do [cooking] things myself,” she said.

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