In a case of reality TV making relatively odd bedfellows, Family Circle magazine and NASCAR are jointly concocting a competitive cooking show, aiming for a fall syndication debut.
The 40-episode half-hour show, “NASCAR: Serving It Up,” is projected to air from September 2008 through September 2009. It will feature three teams of amateur chefs facing off at seven or eight NASCAR events during the series. One team continues on to the following week’s competition. The climactic cook-off will be judged by a panel of celebrities, including Family Circle Food Editor Julie Miltenberger.
The alliance between the family-centric magazine and NASCAR is not really unusual, James Carr, Family Circle group publisher, said.
The magazine’s readership includes 21% of women who watch NASCAR races on TV, according to MRI.
“That’s a big part of the reason they’re working with us and that we want to work with them,” Carr said.
He pointed out that Family Circle editors have written feature pieces about NASCAR drivers and their families, and noted that NASCAR fans frequently attend races in family groups.
Carr said he sees the series as an opportunity to expand the magazine’s readership in its demographic “sweet spot” of 39-to-55-year olds.
The series will be produced by NASCAR, with Family Circle recipes to be used in the competition. The two partners are currently in discussions on syndication rights to the series.
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