"Providence Journal" company president Trygve Myhren in 1990 was attempting to grow the company and decided that basic cable programming at the time was a high growth area with cable companies beginning to expand their overall channel capacities. With many basic cable channels at the time, Myhren was looking for something different. With food selected as the channel's genre, the working title for the channel was The Cooking Channel up until the channel's launch. Myhren hired Jack Clifford, Joe Langhan and Reese Schonfeld, co-founder of CNN, to help found the channel. Schonfeld, Landghan and Clifford were CEO, vice president of production and president. Both The Cooking Channel and the Food Network trademarks were taken by other entities, with the Food Network being a newsletter. Myrhen originally wanted the network to be operated from Providence, Rhode Island as he argued that a cable network's costs were much more scalable from a lower-profile location, while Schonfeld preferred it be originated from New York, considered the American nucleus of culinary arts; Schonfeld's preference eventually won out, though at the peril of the network's launch budget, which was lower than it would have been from Providence.