Barista Magazine

Apr-May 2012

Barista Magazine is your home for the worldwide community of coffee and the people who make it.

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EDITOR LETTER full BARISTA MAGAZINE steam ahead In 1972, ABC Nightly News anchor Harry Reasoner said of the just debuted feminist magazine Ms., "I'll give it six months before they run out of things to say." Reasoner ate his words long before Ms. celebrated its 40th anniversary this year. Every time April rolls around, I think about what we were up against when we started Barista Magazine in April of 2005. Longtime coffee industry vets said, "Who would read a magazine about baristas?" and "How much is there to write about baristas anyway?" Well, seven years is a long way from Ms.' 40, but we're pretty pleased about the sea change that's happened in the world of professional baristas since we put out Issue One in 2005. We feel privileged that our history, and the legitimization of career baristas as the present and future leaders of the industry, have overlapped in so many ways. We started when the Barista Guild did. We launched just after the first United States Barista Championship. We came to the party early, when just about everyone in coffee— everyone besides the baristas, that is—didn't know there was a party going on at all yet. I can't tell you how happy it makes me when I hear from reader after reader that the very existence of Barista Magazine helped give them the confidence to make coffee a career— to open their own café, or to start roasting, or to visit coffee origin, or to pursue increasingly advanced levels of barista excellence. Nothing gives me more pleasure than that. With each of the 42 issues of Barista Magazine that our small and dedicated team has produced, we have aimed higher and higher still. Just like the coffee pros we respect, we have a hard time being complacent. So we try new things and reinvent ourselves. We upgrade our paper. We add a centerfold. We talk incessantly on Facebook and Twitter about the topics we think you'll find most relevant. And we change in other ways, as well—you 10 barista magazine probably noticed our latest transformation when you picked up this issue. Change is scary, but what we've done with our masthead is the exciting kind of scary. We're completely stoked about the new look that the cover of Barista Magazine has, and we hope you like it, too. We feel that since the community we publish for has grown and matured, we should do the same. So we present you with a magazine we hope will entertain and educate you, stimulate you and make you more curious, and also just look awesome. We know you, baristas, appreciate style. And we've changed more than the physical magazine you hold in your hands—to the many of you who beseeched us to make our iMag available for iPads and phones, you'll be happy to know we've done it. We understand that this is especially important for the busy barista and café owner, for whom it's rare to find a spare five minutes of reading time, so we' choice of platforms. In fact, Barista Magazine was the first coffee publication to offer an online magazine; people told us we were crazy to do that, too. "Offer the magazine online for free? Why would anyone want a subscription then?" But you did. Baristas like collecting tools and education. Heck, countless numbers of you are foodies with cookbook collections; music lovers with record collections; bibliophiles with book collections. So we give you the highest quality content we can on thick, luxurious paper, so you'll enjoy hanging on to it. Because even now, with baristas in the news, as heads of companies, chairing associations, and regarded as industry authorities and trendsetters, we still do once in a while hear someone say something like, "But how long can a magazine for baristas really last?" We say, we'll see you when we're 40. Publisher Kenneth R. Olson Editor Sarah Allen Art Direction Pail Design Graphic Designer Jay Holmes Photographer Kaleb Canales Business Manager Cheryl Lueder Advertising Sales Sarah Allen 800/296-9108 Contributors Tracy Allen Michelle Foster Keith Gehrke Tim Hill d better give you the magazine on your Rita Kaminsky Kirk Mastin Erin McCarthy Noah Namowicz Mark Pfaff Michael Phillips Alexander Ruas David Schomer Kelsey Snell Dan Streetman Editorial Advisory Board Christopher Nicely Abel Alameda, Handsome Coffee Roasters Joshua Boyt, Metronome Coffee Lemuel Butler, Counter Culture Coffee Trevor Corlett, MadCap Coffee Company Roukiat Delrue, WBC Sonja Grant, Kaffismiðja Íslands Gerra Harrigan, New Harvest Coffee Roasters Heath Henley, Dose Coffee & Tea Jannicke M. Johansen, Mocca & Java Rita Kaminsky, The Albina Press Troels Poulsen, Kontra Coffee Dan Streetman, Irving Coffee Farm Colin Whitcomb, MadCap Coffee Company email: info@baristamagazine.com www.baristamagazine.com Barista Magazine 4345 NE 72nd Ave. Portland, Oregon 97218 phone: 800.296.9108 fax: 971.223.3659 Barista Magazine is published bi-monthly by the Barista Magazine Company, LLP. Subscriptions are $20 in the United States, $40 US in Canada/Mexico, and $50 US for the rest of the world. The contents of this publication may not be reproduced in whole or in part without written permission from the publisher. Postmaster please send address corrections to: Barista Magazine, 4345 NE 72nd Ave., Portland, OR 97218. ISSN: 1944-3544 Copyright 2012 Barista Magazine. All rights reserved.

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