“It’s surprised all of us that it’s successful.We’re not driven by market research or whatever other people do. We’re just doing what feels right and funny to us. If that makes us weirdos, that’s fine. If we were ever described as ‘average,’ that would be the end of the magazine.”-- David Chang, chef and owner explaining to Diner's Journal in the New York Times how the food magazine Lucky Peach breaks the "rules" of conventional publishing and pleases itself; as a result the third issue, out early next month, will have a print run of more than 80,000. The magazine is produced in collaboration with McSweeney's.