There is such a thing as a free lunch - or at least a free recipe - but the founders of Cookstr, a new Web site, do hope that home cooks will eventually pay.

Although the Internet is already flooded with recipes, Will Schwalbe, who stepped down as editor in chief of Hyperion Books in January, is starting Cookstr to showcase the recipes of star chefs like Jamie Oliver, Nigella Lawson andMario Batali, as well as those of less-well-known but highly regarded cookbook writers. The idea, ultimately, is to sell copies of these authors' books.

On the site,, which goes live this month, each recipe will appear on a page with a prominently placed picture of the source cookbook's cover, as well as a link to one of four online retailers selling the book.

Most people who want to cook at...