The Christmas Season

I know that there are many people who feel that it is politically incorrect to wish folks a Merry Christmas. Well, I am not one of those people. I am totally aware that the commercialism of Christmas often dominates the landscape.

However, at SW Publishing Group we are reminded time and time again that the message of hope and salvation which Christmas brings is alive every day of the year. We are fortunate to supply publishing and book distribution services to organizations with a purpose of helping others. The money raised from our non-profit clients over the 30 years of our business has made lives in communities all around the country a little bit better. At the same time the great people who develop these regional favorites with their blood, sweat and tears receive the gift of joy at helping someone less fortunate.

Please continue to support these endeavors. Whether you purchase a regional cookbook in a bookstore, gift store or online, remember that the profits go to worthy causes--MERRY CHRISTMAS!

International Winner--No Whine With Dinner

The Gourmand International Cookbook Award nominees were just announced and the Meal Makeover Mom's title, No Whine With Dinner won the GOURMAND BEST IN THE U.S.A. Award for the Children & Family category!! This title will now represent the U. S. A. at the International competition in Paris.

Edouard Cointreau founded the World Cookbook Awards in 1995, renamed Gourmand World Cookbook Awards in 2001.  In  March 2012, the Awards will be held in the Le Cent Quatre the new artistic center of the City of Paris.

For a cookbook to win any award is prestigious but the Gourmand International Cookbook Awards are recognized within the culinary and book industry as the Oscars of cookbooks.

The objective of these awards are:

•To reward and honor those who “cook with words”.

•Help readers find the best out of the 26,000 foods and wine books produced every year.

•To help publishers with international rights to translate and distribute food and wine books.

•To help bookstores find the best books to display.

•To create an opportunity to access the major markets in English, German, Spanish or French, Arabic, Chinese, etc. for books originated in other languages.

•To increase knowledge of, and respect for, food and wine culture, which promotes peace.

Janice Newell Bissex and Liz Weiss are registered dietitians and the Meal Makeover Moms. As two of the nation’s top experts on family nutrition, they’re on a mission to help busy families eat better.

Janice and Liz are the authors of No Whine with Dinner: 150 Healthy, Kid-Tested Recipes from The Meal Makeover Moms and The Moms’ Guide to Meal Makeovers, Improving the Way Your Family Eats, One Meal at a Time. The books highlight their simple food philosophy that kids -– even picky ones — will eat nutritious food without complaint as long as it looks and tastes great. For the recipes, the Moms give family-favorite recipes a healthy makeover by “weaving in” fruits, vegetables, whole grains, healthy oils and more. Their recipes are easy to make, appeal to kids, and make mealtime less stressful for parents who want their families to eat more than the chicken nuggets and mac & cheese that often end up on the table

Their award is an honor worth celebrating and Favorite Recipes Press is honored to have partnered with these ladies on this project. Enjoy a recipe from this award-winning cookbook.

Beany, Cheesy, Zucchini Quesadillas
Makes 6 servings

2 teaspoons canola oil
1 medium zucchini (about 9 ounces), unpeeled, cut into 1/4-inch dice (1 3/4 cups)
1/2 small onion, cut into 1/4-inch dice (1/2 cup)
3/4 teaspoon ground cumin
1/2 teaspoon chili powder
1 15-ounce can cannellini beans, drained and rinsed
1 1/2 cups shredded reduced-fat Cheddar or part-skim mozzarella cheese
6, 8-inch flour tortillas
Optional sides: salsa, light sour cream, guacamole

1. Preheat the oven to 400 degrees F. Heat the oil in a large nonstick skillet over medium-high heat. Add the zucchini, onion, cumin, and chili powder and cook, stirring frequently, until softened, 12 to 15 minutes. Gently stir the beans and heat through.

2. To assemble the quesadillas, arranged 2 tablespoons of cheese over half of each tortilla. Top evenly with the bean mixture and then top again with the remaining cheese. Fold over, press down gently, and place on a large rimmed baking sheet.

3. Bake until the tortillas are golden and crisp on the outside, 8 to 10 minutes. Cut in half and serve with optional sides as desired.

A BOOK THAT MAKES SENSE

My wife and I drove to Lexington, KY recently to watch my Kentucky Wildcats in action at Rupp Arena. I had promised my friend and client Emilie McAuley that I would stop in if I was going to Lexington.  I have never in my life used the term "OMG" but that is the only phrase I can conjure to describe my eyes as we entered Irish Acres. This place is just incredible. Never has anyone deserved a cookbook to sell and promote her business more than than Emilie--the place is fabulous.

The business was started by her parents over 40 years ago in Ashland, KY and then moved to Lexington.  It is an antique store located in the heart of horse country a short nine mile drive from the Blue Grass Parkway that is scenic and a great part of the experience.  Upon entering the one time elementary school the only phrase that one can utter is "oh my gosh". I have been in many antique stores but never one so incredibly nice. 

Emilie took us to The Glitz (the restaurant located downstairs from the store) as a part of our personal tour and pampered us with two tasty desserts which we enjoyed  immensely.  For the short time we had left, she let us roam the shop and all I can say is that we will be back in the spring just to spend some additional time.

Emilie's new cookbook, Lunch at the Glitz, is truly a work of love. She and her mom started discussing the book over 20 years ago and even met with our now retired Publishing Consultant during the initial  research period in 1991.  "Life" got in the way of the book and it didn't become a reality until this year. Emilie decided last year that she wanted to get the book out while her father was still alive as he was a huge part of the family business. Even though his health is failing he was very excited when she gave him his copy.  Lunch at the Glitz is a beautiful  story of the business and the recipes including some great photographs. The book retails for $29.95. 

Lunch at the Glitz is a perfect example of how a unique location, region or event can utilize a cookbook as an extension of the brand.  People want to remember great experiences of places visited so being able to take a small piece of The Glitz home makes perfect sense. Now Emilie's customers can enjoy The Glitz all year long as well as be reminded that it is time for another visit.

While technology might push us into e-formats and consumers might want to get recipes online, Lunch at the Glitz  is a great example of how a printed book can find its niche.

TWO GREAT HOLIDAY RECIPES

The holidays offer many opportunities for fun and social gatherings. And what is one common ingredient of every social gathering? Yes, FOOD! Who of us can even imagine a party or even a casual get together where there is no food? I certainly can’t.

Below are two recipes from two different regional cookbooks that I think you will enjoy. One is a festive salad that works well for a more formal dinner occasion and the other is a delicious dessert great for a brunch or any setting where finger foods are prevalent. In either case each is a bit unique and will be a hit at your party or with your family. One reason the Holidays are so much fun is that it gives you an excuse to try some new recipes from your favorite regional cookbooks. Happy Holidays!

Festive Pear Salad
Seasoned to Taste (Page 148)

by Junior League of Chattanooga

Fresh fruit is so much fun during the holidays and this salad includes apples, pears, and cranberries—it serves 8 and is simple to make. Your guests will love the Poppy Seed Dressing

Poppy Seed Dressing:

In a bowl combine:

 ½ cup sugar

1/3 cup apple cider vinegar

2 Tablespoons lemon juice
2 tablespoons finely chopped onion
½ teaspoon salt
2/3 Cup olive oil
2 teaspoons poppy seeds

Mix well.

Salad:

In a salad bowl, toss:

10 cups romaine

1 cup shredded Swiss cheese

1 sliced apple
1 sliced pear
¼ cup dried cranberries
½ cup chopped cashews

Add the dressing to coat.

Pumpkin Cream Cheese Roll

A Thyme to Celebrate (Page 126)
by Junior League of Tallahassee

3 Eggs
2/3 Cup canned pumpkin
1 cup granulated sugar
1 Teaspoon baking soda
½ teaspoon cinnamon
¾ cup all-purpose flour
2 Tablespoons salted butter, softened
8 Ounces cream cheese, softened
¾ teaspoon vanilla extract
1 Cup confectioners’ sugar

Preheat the oven to 375 degrees. Grease a rimmed baking sheet. Line with waxed paper and grease the waxed paper.

Beat the eggs, pumpkin, granulated sugar, baking soda, cinnamon and flour at medium speed in a mixing bowl until smooth. Pour into the prepared baking sheet and bake for 10-12 minutes or until no batter remains on your fingertips when you touch the top lightly. Do not over bake. Invert onto a clean linen towel sprinkled with confectioners’ sugar and remove the waxed paper. Roll up in the towel and let cool completely.

Beat the butter, cream cheese and vanilla at low speed in a mixing bowl until creamy. Add 1 cup confectioners’ sugar and beat until smooth. Unroll the cake from the towel. Spread the cake with the cream cheese mixture and roll up to enclose the filing. Wrap in plastic wrap and chill for up to two weeks or freeze for up to six months.

Take Advantage of the Holidays

We all understand that the Holiday shopping season is the make or break window for United States retailers. No doubt it is important for anyone selling and marketing a consumer driven product like a regional book. It just makes sense since most of us scratch our heads regarding what to buy for certain individuals.

With that in mind, what extra initiatives have you put in place for your book this Holiday Season? If you've missed it this year, how about making a note in your diary for next July to begin planning for the 2012 Holiday Season?

Get Creative and Don't Forget Marketing

Happy Thanksgiving! I do hope you'll be enjoying good food and fellowship this holiday.

Book opportunitites abound. The opportunities are not determinded by the format--printed or electronic but rather on whether there is a market for the content. It is simply not true that a new book cannot be successful in today's world.

This was recently confirmed by our new Meet Me At imprint which was launched last year and is currently being expanded.  Our Meet Me At Opryland Hotel just placed a rush order for 2,000 more copies after going through an initial order of 5,000 books earlier in the year. And this re-order is just to get them through their immediate needs.

Another beautiful book in this series is Meet Me on Jekyll Island and projections say it will be in a reprint mode by May of 2012. 

Now, there are many books already on the market about Opryland Hotel and Jekyll Island. So why would someone publish another title? Because the Meet Me At books are in a creative format and design which also provides interesting information that appeals to consumers. These books are currently in a printed version but I can see a day in the not too distant future where there will be a niche for an electronic version as well.

Book selling is about creative content and a strong marketing effort. More books have failed due to a poor marketing plan than vice versa. If you decide that you have a good book idea by all means pursue it; just don't forget that if you want it to sell well you cannot scrimp on the marketing efforts.

E-Book Format Now Available

Southwestern Publishing Group and its imprints are happy to announce that we are now offering both print and e-book formats for our customers. Ebooks sales have soared and the book industry reports that e-books now outsell printed books in some categories. For the cooking category, e-books are just now making their entry and we have seen a very limited number of regional cookbooks available in this format so far.


Moving forward we see this as a growing segment of the publishing industry and therefore are making it available as a publishing strategy for our clients. For existing books that were originally produced using digital files rather than film the conversion cost and set up is inexpensive and fairly simple. We will convert the digital files to the various formats necessary for the different e-reader devices. The books will then be promoted on Apple, Amazon (Kindle) and B&N (Nook) as well as other major sellers of e-books.
For older titles that were developed and printed using film rather than digital files there is another step necessary that makes the conversion a bit more expensive. A solid marketing plan should be developed to justify the expense and create sales. This could include repackaging the book to include updated material, additional recipes and any other ideas that might bring additional value to an older book.

In terms of marketing it will be imperative that all steps in a promotional plan include the e-format availability. Neither time nor technological advances stand still. Even though today approximately 94% of consumers say they prefer a printed cookbook we can predict that the percentages will change as time moves on.

What are your thoughts on cookbooks in an e-format?

The Value of Early and Ongoing Marketing

These are interesting times in the publishing industry. There is a perception from some people that book publishing is dead. Nothing could be further from the truth. It isn't that consumers aren't buying books but rather how they are buying that has changed. Consumers are still buying books but they aren't walking into bookstores to make their purchases, they are turning to the Internet (e-readers, blogs, other forms of social media) to make their purchases.

To adjust to this shift, today's publishing strategy should include a number of activities even before a book is released. Once an "author" (this could include one individual or a group) has decided to publish a book they should start to develop a "community" of individuals who would be interested in knowing about the book, the purpose of the book, the target audience, etc. Facebook and Twitter are necessary tools to utilize and launch for an effort like this.

It is also important to keep this community engaged along the way with updates, photos, requests for recipes (if it is a cookbook) or short stories that might be included and are applicable.  Details such as the format, retail price, release date and how to order should be sprinkled in along the way.  In addition, you should be working to "grow" the community.  One tool to assist you would be to create a blog and ask your followers to spread the word as well as interact via comments. 

All of these strategies should continue through the life of the book because the marketing function never ceases. It is imperative for future sales that the life of the book be extended by aggressive and regular marketing efforts. I have witnessed more failed books due to a lack of marketing than due to bad content.

In my next post I'll discuss blending e-books into the mix. If you were thinking about publishing a book who is your audience and how could you reach them?

Regional Fare on Vacation--Conclusion

One of the great things about vacation is trying local or regional recipes.  If you've read my previous posts you are aware that my wife and I love the Florida Gulf Panhandle. We vacation in the San Destin area each October for several days and thoroughly love it. Between the beach, the tennis, the gorgeous weather and the food it is idyllic.

As in most years we hit a local family oriented restaurant Bayou Bill's. We started going to Bayou Bill's when our daughters were still in school and we had to fight the spring break crowds. In October, the place is busy but it is fairly easy to get seated quickly. Bayou Bill's burned down several years ago but they rebuilt and the restaurant is very nice and spacious. 

We like this restaurant because there are several meals we can split and still have plenty of food.  We usually get a Grouper meal to split but this year we went twice so we split one meal and had separate entrees the other.  As is the case with all of our favorites in the Panhandle the seafood is FRESH and purchased from local fishermen.  Patrick Matthews and his family do a great job at Bayou Bill's providing quality food which is consistently good.

We also found one new restaurant on this trip which we enjoyed in Baytowne Wharf called Acme Oyster House.  This restaurant is actually part of a small chain (about 5 locations) out of New Orleans. The original was started on Royal Street in the French Quarter in 1910.  We have tried several places in Baytowne Wharf but this was the best yet. It is a bit unusual for a chain to be this good but we will be going back annually because the food was great, the service excellent and the atmosphere fun. In fact, during my next trip to New Orleans I will visit the original store since I enjoyed the FL location so much.

Wherever you travel, try the local fare and also don't forget to seek out the local regional cookbooks which stocked full of regional recipes, and, more often than not, are better than trade cookbooks and raise funds for a local non-profit.

More Vacation Dining

Because regional cuisine in so important to the life of regional cookbooks I want to continue my features on  Florida restaurants that my family enjoyed on vacation.  The entire area around Destin is chock-full of great seafood and most are good at buying fresh seafood from the locals and featuring it on their menus.

This year, as is custom, we had one night at Cuvee Bistro which I posted recently. Another Kempf family tradition is a meal at Stinky's Fish Camp. Now most are probably reading this and saying, "no one would name a restaurant Stinky's". However that is exactly what Jim Richard did.

I have gotten to know Jim a little over the past few years and I describe him laughingly as a "left over Hippie Cajun". Jim is one of the nicest guys you will ever meet and totally ego free. With Jim, what you see is what you get and boy can he prepare seafood.

Jim's specialty is a meuniere sauce which is a type of buttery gravy that he uses over fish.  The word meuniere means "miller's wife" as the fish is dredged in flour and then sauteed in the sauce made of brown butter, lemon and chopped parsley. It is close to heaven for the taste buds. Jim's menu is not huge but everything is great to eat. If you go the Highway 30A near San Destin be sure to put Stinky's on your list. But get there early because the place is sure to be packed.

I still have a few more places to tell you about in the next blog post--I hope you will do yourself a favor and keep a note of these places in case you visit the area because you will not be disappointed.

BIG CHANGE--NEW NAME--SAME GREAT SERVICE

FRP originated out of an imprint launched in 1962 known as Favorite Recipes Press. The business model for our publishing services has grown and expanded steadily throughout the almost 50 years of business. The same is true of our client base. Because of our expansion into non-cookbook related publishing efforts we are changing our name. Favorite Recipes Press will remain a key imprint under our new Publishing umbrella but that imprint is only a part of the story.

We are now Southwestern Publishing Group, Inc. A bit of logic to this change is in the fact that one of our primary duties is to develop the content for The Southwestern Company's educational reference works. In addition to this work, our Beckon Book imprint has developed a great array of clients in the corporate history arena, as well as the cultural attraction industry. Recently, we purchased the Historic Hospitality product line from Providence House Publishers and have plans to expand rapidly.

Of course, Favorite Recipes Press also continues to serve the clients interested in developing community and branded cookbooks as well as distribute them into the trade. Our work with QVC in the cookbook arena has been successful and we expect to continue that relationship.
You will notice the title change in my blog header that reflects our new structure and I will endeavor to create posts that speak to other areas of custom publishing other than just cookbooks.

Our goal is to continue offering first class publishing and distribution services to a broad segment of the US in various specialty fields. In addition, to printed books we will soon be offering e-reader formats as a segment of each client's publishing strategy.

We hope that you will think of Southwestern Publishing Group, Inc. if you or someone you know is researching the idea of a specialty book publication. Please be on the lookout for other announcements as we make the move to expand the many specialty offerings of Southwestern Publishing Group, Inc.

Vacation Dining

While the emphasis for this blog is regional cookbooks I want to change direction today and mention a few great meals my wife and I enjoyed on vacation recently. When our daughters got out of high school, we changed our routine of vacationing during spring break to vacationing in October. For the last eight or nine years we have gone to the panhandle of Florida near Destin, FL each fall for a week or sometimes more.

Over that time we have identified several restaurants that we always return to. In addition, we try a couple of new ones each year hoping they will make our list of "must go to".  In the next several blog posts I want to talk about several of our favorites and a few we hope to add.

Number one on our list is always wherever Chef Tim Creehan is currently located.  Tim has successfully moved around through the years and his most recent restaurant is Cuvee Bistro. Tim and his partners Tim and Pam Wellborn took over Cuvee Beach a few years ago and they really have it going on there. Tim has made major renovations to the facility while upgrading the food and menu.

I was treated this year to my favorite fish, trigger fish. If you don't already know, trigger fish is not plentiful so it is seldom on a menu. However, Tim prides himself on buying the best local seafood, as well as vegetables. I lucked out on this particular night as trigger fish was a menu "special". Trigger fish is a mild, white fish and very firm in texture. He sauteed the fish with a light lemon (I declined the curry powder) and it was superb.  It was served with amazingly delicious cheese grits.

My daughter was with us and she tried the tuna steak, rare (her plate was completely clean when finished so I can only deduce it was great) with vegetables. My wife, Robin, ordered salmon with vegetables and salad.

I also ordered a beautiful veggie pizza as a appetizer. The pizza was crisp and warm and the perfect size to get the juices flowing. We topped the meal off with a dessert sampler--key lime pie, banana cream pie, tiramisu, chocolate cake and a few others that escape me right now--WOW!

In addition to the great food, the decor of Cuvee Bistro is stunning and the service is top notch. Most of Tim's staff has been with him for extended periods of time and each time I have visited they have made us feel right at home.

I should also mention that dinner guests can also purchase Tim's fabulous cookbook, The Simple Cuisine of Chef Tim Creehan right off of his menu. Tim knows a little bit about marketing and branding as evidenced by his investment in developing and selling his own cookbook. If you are ever in the Destin area be sure to mark Cuvee Bistro down as a "culinary must experience".

SPECIAL EVENTS--GREAT EXAMPLE

I was in Tampa last week and attended a special event hosted by the Junior League of Tampa at a local eatery and gourmet food store called Datz. It was an experience that captured my imagination and is a testimonial to the power of a special event centered around a regional cookbook.

The League is heavily promoting the 50th Anniversary of Gasparilla---one of the oldest continually published League cookbooks in the US. The special anniversary edition contains a special "anniversary" cover as well as original end sheet design and a unique "history" section in the back of the book with archived materials from the books creation.

One of the League promotions was a cooking demonstration and lunch conducted at Datz by one of their chefs.  The event is one week long and consists of a seating each day and each evening for up to 12 people with the recipes for the menu coming from Gasparilla. For the luncheon I attended, and  for each seating, a League member hosts as "Guest Chef", assisting the Datz chef.  During the week there is also a larger event for all League members and the public centered around the food with plenty of opportunities to purchase copies of the book.

The luncheon I attended was casual, allowed time for questions to the chef and was chock full of chef's tips for each recipe.  We had a a menu composed of:

• Herb Dip (page 12) and chips
• Louis Pappas Greek Salad (page 46)
• Ann Lauries Potato Salad for Greek Salad (page 47)
• Cuban Sandwich (page 305)

This event was a ton of fun, showcased the cookbook, promoted Datz and its support of the League. All of the proceeds go to the League and its a win/win for all.

I would love to know of a special event you have been involved in with your cookbook?

A FAVORITE SINCE 2002

Everyone raves about Louisiana cuisine; this is evidenced by the great success if various regional titles throughout the state. River Road Recipes, Come On In, Tell Me More, Secret Ingredients, Roux to Do and Krewes in the Kitchen are just a few successful titles out of dozens I could mention.

However, in 2002 one of my all time favorites was published by noted restaurateur Dickie Brennan. Palace Cafe, The Flavor of New Orleans was introduced as a marketing and sales tool for The Palace Cafe.  I mention this title as a new copy just came across my desk from the latest printing of this excellent title.

What I like best (among many features in this title) is the fact that he holds nothing back. Each recipe features a tidbit of special information about it and this information brings the book to life.  Aside from the fabulous recipes, food photos and photos of staff within the Cafe are Dickie's sauces, stocks and seasonings--truly a treasure of insider information.

If you like Louisiana cuisine at its best do yourself a favor and pick up a copy of Dickie Brennan's Palace Cafe.

TESTIMONIAL TO SOCIAL MEDIA

The two co-chairs for A Thyme to Celebrate are Emily Howard and Sara Collins. These are two very "fired up" ladies who are on top of every marketing detail.  These ladies and this League are well aware that getting the word out about their fantastic book through social media will pay off in sales results. 
I received this note from them last week,

"We are so excited to tell you about the launch of our new blog, athymetocelebrate.blogspot.com! Published in 2009, A Thyme to Celebrate is the Junior League of Tallahassee's second cookbook installment. This year, we have taken on the challenge of "cooking our way through the cookbook"! Be sure to follow our adventures on the blog as we cook/bake/mix, photograph, and document each delicious recipe!"

They have promised to share some stories of the results generated from the blog. Please join me in signing up and following along with this fun and informative blog.

Leadership by Example

In my previous blog post I gave a "shout out" to Denise Schultz, cookbook co-chair with Aspen Kohl at the Junior League of Tampa. I mention this League often because of their strong commitment to publishing through their six cookbook titles. Amazingly some of the very best leaders I have encountered through the years have come from this League. Obviously, the League itself has seen the same leadership qualities in the cookbook committee chairs, as many of these women have gone on to serve on either the Board or as President of the League.

Denise sent me a story and some photos of an event she recently hosted.  I found it inspiring, humourous and fun. I hope you will enjoy it as much as I did. This story serves as a perfect example of leadership and supports the theory the that it is impossible to lead if you aren't passionate about what you are doing.

Thanks Denise for taking the time to share--no doubt others will be inspired as well.

Sunday, July 24, 2011 – Mission Accomplished

If you know me it’s no secret the main appliance I use in my kitchen is my microwave to reheat food that I got from eating out the night before. In fact, I lived in my house for over a month without a stove or oven – not kidding. I realize this is not a good thing.

I sat down and started to reflect on my positions in the Junior League of Tampa (JLT). I noticed that The League is determined to have me in the kitchen. Last year I was the Kids in the Kitchen Chair and this year I’m one of the Cookbook Co-Chairs. I thought about it more and both of these positions have been MY FIRST CHOICES; therefore, it’s not The League that wants me in the kitchen I obviously subconsciously want to be there. Don’t get me wrong, it’s not like I’ve never hosted a dinner or lunch, etc. but I realized I have been fortunate enough to always date men who love to cook. I just figured I would be on permanent dish duty forever. I’m now single and realize that I need to work on my MRS skills and start to take charge and ownership of this quest I obviously want to go on.

I decided to give myself my first mission: host a brunch. I had to decide my first victims, I mean guests, carefully. I needed to choose people that would be honest with me, ones I could potentially cook dishes that were complete flops for but would also challenge my ability. After much thought I choose my good friend Sarah Herbling, who spent a month with me in Brazil (after that trip you either love the people you are with or hate them), Michelle Bremer (one of my dearest friends for the past fourteen years and after-college roommate) and I was very daring with my last invite. I thought about inviting her to another mission, once I had some practice but then I reconsidered and thought why not bring in the big guns in the beginning? I’ll really find out if I’m on the right track or not by having her taste my food and she’ll be honest, so I made the call: Mrs. Aspen Kahl. In my opinion Aspen Kahl is the host of all hosts. Every party she has is pristine, detailed oriented and picture perfect – literally. It’s one guest list everyone wants to be on. Besides being fortunate enough to be a guest at her events a number of times through out the years, she is my other half on the Cookbook Committee, the other Cookbook Co-Chair and very good friend. She has been warning me that at the first Cookbook Committee meeting I would have to say my favorite dish that I’ve cooked from the cookbooks… I think she keeps warning me knowing FULL WELL I have cooked NOTHING from them. From a leadership perspective, how can I help lead more than 40 women to sell something that I have no knowledge of? I have to get to know the product, period. The guests confirmed and I have to say with this line up I was nervous but it was all so much fun and exciting at the same time! The date was locked in on the calendar.

I woke up the Saturday morning before the big event and pulled out all of The JLT cookbooks. I poured over them for hours trying to determine the best brunch menu I could come up with. I choose the following:

• Champagne Lime Cooler (Capture the Coast, pg. 31)
• Brie with Herbs in a Baguette (EveryDay Feasts, pg. 27)
• Asparagus Pecan Stack (The Life of the Party, pg. 64)
• Strawberry Spinach Salad (Savor the Seasons, pg. 39)
• Mushroom Frittata (Savor the Seasons, pg. 95)
• Fresh Orange Sherbet (Capture the Coast, pg. 118)

I have to be honest, when I choose the Fresh Orange Sherbet I truly had no idea how I was going to make it but I thought I would put it on the list and go from there. I entered my kitchen and started looking at my sparse kitchen counter space and thought I really need to purchase a rolling island. There was no way I could cook everything I needed to at my house so I headed over to a kitchen that I could borrow, my parent's.

I got there, made my grocery list and realized I was now going to spend hours in the grocery store given I had no idea where the items were kept and I wasn’t familiar with the store at all. Luckily my mother offered to go with me to the store.

Once everything was bought I headed home and started on my quest. The rules were no short cutting anything and my mother could observe and add comments but not do anything. She said fine, sat at the kitchen table and enjoyed her glass of sauvignon blanc watching me work away, must have been nice.

I reviewed all of the recipes and realized that by complete chance everything I choose could be prepared at least the day/night before. This was great news especially given I did not want to worry about having to cook everything in the morning! I looked at the prep time of all the dishes and decided to start with the sherbet. Once I told my mother how I wanted to create this tasty dessert but I had no idea how to pull it off, she said, “I’ll call Connie – if anyone has an ice cream maker it would be her.” Ah, Mrs. Galbraith. Mrs. Galbraith is the cook of all cooks on the street I grew up on, San Mateo – another Aspen in regards to cooking. Of course she would have one!

I made the mix and started to grate the orange peel. Let’s just say the grater won. My whole thumb was bleeding (the peels were spared) and I thought great, I have to take a time out to mend a cooking wound on my first dish. This could be a long day. While the sherbet was mixing I began the brie with herbs in a baguette. Once I figured out how the recipe was telling me how to cut the bread (remember I am only a beginner) it was a pretty easy dish to make. My favorite part was making sure the bread was smashed like a Cuban sandwich.

From there I just kept going. It seemed to take some time but luckily I was drinking wine. I have a new appreciation for items that help you prepare the food. For example, I used my mom’s chopper so I immediately went out and bought one. Using only knifes would have drove me crazy. I was so exhausted by the time I completed everything I stayed the night at my parent’s house and went to bed.
I woke up early the next morning to head home, clean my place, bake the frittata and get the last details completed. The guests arrived and they were all pleasantly surprised. They enjoyed everything that was made and I have to say it felt good to be able to say how the food was prepared. I felt like I now know the jargon of a secret club I wasn’t in before. They left that afternoon stating that I had earned my ‘M.’


Mission accomplished until next month. I’ve decided to invite the close guy friends of mine to dinner. I figure if I really want to work on my MRS skills I have to let the guys let me know if I’m heading in the right direction or not. Until then happy cooking!

If you are marketing a cookbook, what about the job are you passionate about?

ACTION GETS RESULTS

During our FRP Cookbook University seminar in April, one of our publishers that sent representatives was the Junior Legue of Tampa.  Denise Schultz and Aspen Kahl were there as the new committee co-chairs.

This week I received an e-mail from Denise and I inquired about their sales efforts. Here's what she had to say:

"Sales are going! We had a brunch for all of the previous cookbook chairs to get first dibs on the new book (50th Anniversary Edition of Gasparilla) and we sold 104. We did a cookbook sale to the committee and sold a ton of books. I'm not sure what the final number of it is.

Our Marketing Committee just brought on two new wholesale accounts this past weekend and they are getting together this Thursday night to create goodie bags for a sales push for the month of September. The women in charge are on top of it and have created a strategic plan, a tracking sales spreadsheet and a detailed listing of vendors."

In my mind this is a testimonial to what enthusiasm and commitment mean to a marketing effort such as a cookbook. I shared a quote last week from Sue Gruber in Louisiana on their success--again it was fueled by passion and commitment.

Don't let the hype of the world get to you.  Cookbooks are as popular as ever--we're still eating 3 times a day and we crave new and exciting ways to fix the same foods. A successful cookbook campaign (even like the one in Tampa which has been going on for 50 consecutive years) is about enthusiasm, passion and effort. 

Thanks Denise and Sue for sharing your good success and please tell your other committed volunteers thanks for reminding us what success is made up of.

GREAT EXAMPLE

The following newspaper article is a tremendous example of what self-publishing is all about. This organization (Krewe des Ambassadeurs-Minden) had a vision and a work ethic which is allowing them to earn a significant profit to support the organization.

Click here to read all about the new Krewe des Ambassadeurs-Minden cookbook project.

A few things that jump out at me are how excited and proud they are of the project, but even more importantly is the fact that they are rallying the community around it with their marketing efforts. Too many organizations today want someone else to do the hard work and, in reality, that approach doesn't cut it. If you want to be successful at a publishing project, be prepared to put in the effort and you will reap the benefits.

Media Examples

Over the last few weeks I spent some time discussing Media and passed along some tips from our resident media personality, Sheila Thomas. Included today is a link to her recent QVC appearance which I hope you will enjoy and benefit from.

http://www.qvc.com/qic/qvcapp.aspx/view.2/app.detail/params.CM_SCID.coll.item.F09021.desc.More-Recipes-Worth-Sharing-Cookbook

What are you doing to get media exposure for your book titles?

Action Gets Results

One of the biggest challenges for non-profit organizations is the summer down time for volunteers. FRP holds its annual cookbook training, Cookbook University each spring because that is when new volunteer chairs take over. Unfortunately, they then go home to “on vacation” committee members.

In spite of that, the better and more committed Cookbook Chairs take the time to make sure various actions are ongoing during this time and are actively laying plans for the fall when the volunteer starts back up.

Here are a few examples:

The Junior League of Tampa—Denise Schultz and Aspen Kohl are brand new cookbook chairs from a League who has a 50 year history of successful cookbook sales efforts. They have two new ideas to implement—one for now and another new effort when the League year kicks off.

• Hosting a brunch for past Cookbook Chairs to promote the books, especially since the highest percentage of people who buy books are baby boomers (Sustainers) and they want them as our advocates. They also plan to do a quick brainstorm session titled, “what worked while they were chairs and what didn't”.
• The Iron Leaguer competition before every meeting to create buzz around the cookbook table. Have a competition prior to the General Membership Meetings between two League members using the same ingredients they but can choose any recipe out of one of the Junior League of Tampa books. The members vote on which one is better and who wins. The point is to get people out to the cookbook table to buy books! They plan on announcing the competitors on their Cookbook Facebook page with a picture of each person and stats, etc. like boxers. Make it fun!

The Junior League of Tallahassee—Sarah Collins and Emily Howard are also brand new chairs and their book is going into its second year. They share the following:

• Emily and I are so excited to announce our first task as the incoming Cookbook Chairs is the launch of our blog! We will be taking the League year to cook our way through A Thyme to Celebrate! We are working hard on promotions for the blog and are already receiving a great response!”

The Junior League of Pensacola—Mandi Edwards is a Past President of this League but decided to take this placement rather than go sustainer. That is real dedication. Although the League is small they have a steady cookbook business with two titles (Some Like it South and By Invitation Only). Mandi has done some good planning and is ready to start the year with some strong goals.

• Quarterly press releases to Pensacola and surrounding area media outlets
• Add 10 more retail stores to our list
• Combine swaps from FL Leagues into a 3-4 book package at a discount
• Work with Wines for Humanity to hold 3 combined (cookbook and wine tasting) events this year
• Create a media kit for both books

While each of these groups is a Junior League the same principles apply to any self-publishing group. Using a cookbook as a fund raiser means you are setting up a business which requires a business plan, marketing strategy and product movement to generate profits. What are you doing to create a demand for your book?

Very Cool Exhibit

In 2009, I worked with John Guider, a local Nashville photographer who had launched the fabulous journey of canoeing the Mississippi River.  Of course John took fabulous photographs along the way and included many of them in his book, The River Inside.

Many people within the local community, including David Fox with McNeely, Piggot and Fox as well as Craig Philip, CEO of Ingram Barge helped make a traveling exhibit of the adventure possible. The exhibit debuted at the Tennessee Museum and has traveled extensively since then. On Monday, July 25th the exhibit will be located in terminal C of the Nashville International Airport.

Details of the exhibit are included later in this post via a press release from the Nashville International Airport . For a fun time please check out the John Guider website and journey with him by ordering a copy of The River Inside here.

Arts at the Airport Brings ‘The River Inside’
Showcases local photographer John Guider’s canoe trip down the Mississippi River

NASHVILLE, Tenn. – The Metropolitan Nashville Airport Authority’s Arts at the Airport program is bringing life on the river inside the terminal—literally. Complete with a canoe suspended from the ceiling at Nashville International Airport, a new exhibit entitled “The River Inside” will feature photographs by Nashville resident John Guider from a three-month journey down the Mississippi River. The photo exhibit, part of the art program’s Flying Solo Series, opens July 25 and will run through July 2012. The exhibit is located in the C Concourse food court.

“By hosting local artists’ work, Nashville International Airport introduces its passengers and public to the culture and feel of Nashville and Middle Tennessee,” said Raul Regalado, president and CEO of the Metropolitan Nashville Airport Authority. “The Arts at the Airport program is one way we continue to provide excellent service to our passengers, strategic partners and employees—known as the Nashville Airports Experience.”

Guider is a successful Nashville commercial photographer who stepped away from the comfortable routine of his life and challenged his mind and body in ways he never thought possible. With virtually no camping or paddling experience, he bought a canoe and set off on a solitary, artistic adventure that led him from the creek behind his farmhouse to the Harpeth, Cumberland, Ohio, and eventually the Mississippi Rivers, until he reached the Crescent City—New Orleans.

After completing the three-month journey, Guider began looking at the more than 2,000 photographs he had taken. He experimented with printing techniques, and what developed before his eyes were powerful images that pulled him right back to the immediacy of life on the river. He sat down and began to write, expanding his sketchy daily journal entries—often written in the margins of water-soaked maps—by delving more deeply into remembered experiences.

Guider began to imagine his photographs and stories as both an exhibition and a catalogue of images accompanied by texts. He spent a year learning the artistic discipline of the almost-lost platinum print process and pounding words out onto the page. “The River Inside” is not only Guider’s compelling story of his life-changing journey, but also a stunning visual narration of more than 70 platinum prints.

TV Media Tips Part II

In my last post I shared some very practical advice and tips for recipe demonstrations and food preparation for TV appearance from FRP’s “resident expert”, Sheila Thomas. Today, Sheila shares a bit more information about your appearance on air as well as how to handle some unexpected challenges which pop up from time to time.

WHAT TO WEAR: Avoid wearing red, white and black, cameras have trouble with these colors. Stay away from big bold patterns, they can be very distracting and unflattering. Small, tight patterns and pinstripes can cause moiré patterns on the screen and makes the picture look bad, and no shiny fabrics.

Your best bet is to go with bright, solid colors as they usually look best on camera. Choose rich colors such as a royal or deep navy blue, hunter or kelly green, deep purple, chestnut brown or maroon. Wear comfortable clothing that is tailored. DO NOT wear puffy or loose sleeves, especially if you are doing a demo. Three-fourth length sleeves are perfect, as they stay out of the way, do not drag through the food and are not distracting.

Don't wear flashy or jangly jewelry. You don't want the viewer distracted by your jewelry whether it is the light reflecting, the swinging earrings or noise from a bangle bracelet. You want them focused on you and what you are saying and doing. In the case of QVC, they suggest small stud earrings and a simple necklace. QVC does not want the distraction, but they also don't want the viewer calling in wanting to order your necklace (that you most likely did not get from QVC) instead of your cookbook.

Even if the studio provides a salon for hair and makeup, you should arrive at the studio with your makeup applied normally as you do every day so the stylist can see what your normal look is. They will then 'enhance' your makeup, hopefully keeping it natural looking. If you choose to do your own hair and makeup you will want to choose a matte lipstick and stay away from bright red and apply loose powder to help eliminate shine. Even if you normally don't wear makeup, a little will help to keep you from being washed out looking under the bright lights. QVC offers a salon. I used the stylist once but have found I am more comfortable doing my own hair and makeup and I have not had a local studio to offer the service.

LIVE VS TAPED: I have more live TV experiences than taped and they are very different. With live TV you have a very short timeframe to get your message across and your host can make or break the segment. It is important to establish a relaxed relationship with the host immediately upon meeting him/her. The ultimate goal for each show is a little different. If you are selling a cookbook, your goal is to sell more cookbooks, whether the show is QVC or local noon talk show such as Nashville’s Talk of the Town; however, the goal of the show is not always the same as yours. Of course QVC's goal IS to sell books – therefore, the dialogue with the host is all about the selling features of the book, and tasting recipes – talking about the book. On the other-hand, the goal of a local talk show is to entertain their viewers, give them some information that will improve their life. While they understand your mission is to sell more books, the presentation is completely different and that is NOT the focus as it is on QVC. Of course, there are exceptions to this, but that should be discussed and agreed on with the shows producer early on.

MEDIA TRAINING? QVC requires every On-Air guest to complete and pass an online test in addition to attending their On-Air Guest Certification Training. During the training, you actually are taped with a host doing a segment, then you go with a mentor to watch and critique the tape. Then you tape another segment and review once again. Noone enjoys this process. You always hear actors say they never watch the movies they are in, now I believe them and understand, it is very hard to watch yourself on screen; however, it is VERY helpful. I strongly recommend Media Training, but if this is not possible, then have a friend video you and give you constructive feedback.

DIFFERENCES IN APPERANCES & DEMOS: A QVC spot is longer, 7-10 minutes and is much more expensive yet much easier than doing a demo. You pay a stylist who prepares the recipes you have carefully selected and you and the host talk about the amazing recipes, other selling features within the book, and the host will taste 4 or 5 recipes. With a live TV demo, you must do the planning, shopping, prepping, which takes a lot of thought and time. Sometimes you might have a recipe prepared in 2 or 3 different stages and then the final stage. You also must take a lot of stuff with you. I have taken a Kitchen Aid Stand Mixer, blender, griddle, and I took a small counter top oven to one show in Memphis that has a great kitchen set, but none of the appliances work. You must take all of the utensils, bowls (use clear bowls for your ingredients so the views can see), plates, paper towels, cutting board, knife, can opener, etc. Once on Talk of the Town, I was making quesadillas and I forgot a spatula. It is really hard to flip a quesadilla without one. So be prepared to improvise on the fly.

ONE MORE LESSON: Another lesson I learned is when you are cooking on TV, you do not have to be exact with your measurements, I was preparing a bread pudding and the actual ingredients combined filled the bowl so full that I could not stir without spilling – the host suggested next time to just not pour all of the ingredients in the bowl – no one will ever know.

Just roll with the flow and have fun with it.

-- Sheila Thomas, Favorite Recipes Press (picture with her son, Layne, at a cooking demonstration for In the Kitchen with Kids.)

Media Tips

One of the most powerful marketing tools available to promote a cookbook is the media, especially TV. That is the primary reason for the influx of “celebrity” chef cookbooks found in bookstores across the country. But how does a regional cookbook gain entry into this competitive arena?

I will be the first to admit that it is difficult but also poses big rewards for those who can pull it off. The best place to start is locally by researching local cable and TV shows that use recipes or cooking as a part of their programming. Unlike a QVC whose sole purpose is to sell merchandise (including books) these local shows are for viewer entertainment; thus your approach must be different.

You should contact the local shows producer by sending a sample book, and a brief synopsis of why their viewers would want to be entertained with the information about the book including several different ideas for recipe demonstrations. Most local shows are looking for topics of local interest and enjoy being seen as friendly to local non-profits or companies.

Sheila Thomas, a publishing consultant with FRP (pictured in the photo below on the set of QVC's "In the Kitchen with Dave"), has gained valuable experience in both local TV media as well as national through on air appearances with QVC. Sheila has shared some relevant tips for anyone wanting to showcase your cookbook on television.

Tips for a Fun & Successful Cooking Demo

A local TV appearance is great for exposure for your cookbook and will hopefully lead to increased sales. Although a typical cooking demonstration is only 2 /12 to 4 minutes long,there are many things that can go wrong on live TV. It is worth your time to plan and prepare for each segment, this is a is a vital step to the success of the segment.

First, when you get a segment booked you will want to find out the following information right away.

1. How long is the segment?



2. Who is the host? Do your research and become familiar with the host. Know something about them; watch the show/host and how they engage with other guests.



3. Is there a prep kitchen? Many local stations do not have prep areas



4. Is there a permanent set? There maybe a stove on set, but it may not even work.



5. Is the show live or taped?



6. What is the show concept? The producers of the show are looking for you to provide their viewers with something interesting and fun, the viewers want to learn something new, something that will make their lives easier, better, tastier...



7. What recipe will you demo? Choosing the right recipe for a demo is critical. You should always be on the lookout for a good demo recipe. A recipe that has an interesting ingredient, a technique that lends itself to allowing you to teach the viewer a quicker, better, easier way to do something like chopping an onion, or using a lovely bell pepper for a dip container. Make sure that you are offering good/correct information.



8. Find 3 talking points that you want the viewer to remember – for a cookbook it could be the title, the author/organization, the projects benefiting from the sale of the cookbook, an event, that the recipes are triple tested, etc.



9. Write down the flow of the demo recipe – break it out down so you can see where natural breaks are that will be perfect for interjecting a takeaway or demonstrating a technique



10. Write down the ingredient breakdown



11. Make your prep list



12. Write down techniques/tips/ your message



13. Think through the segment and make a list of what you will need for set décor (holiday, seasonal, event, theme of cookbook – the concept of the segment will help with this) List of equipment you will need.



14. Practice, practice, practice



15. Time yourself… how can you cut the time? How can you stretch it out?



16. Provide a digital file of the recipe and information about the author/organization, your web address, facts about cookbook and where viewers can purchase your cookbook.

The day of the show:

• Arrive 45 minutes to an hour before air-time.


• You should be completely set up 15 minutes prior to air time, walk in front of the set and look it over from the cameras angle.


• Bring all ingredients, tools for preparing, demonstrating, and a finished version of your recipe.


• Bring extra finished food for the crew – they love to eat and that is the quickest way to their hearts! I always take disposable plates, napkins and utensils, as most studios will not have this.


• Have fun!

After your segment, clean up quietly and go home, you may need to take your dishes home dirty if there is no prep kitchen.

Be yourself and have fun!

Sheila Thomas
Favorite Recipes Press

Armchair Cooks

It's well documented that folks love to read about good food. It evidenced here by the Hi and Lois comic strip of 6/22/11:

http://www.gocomics.com/arloandjanis/2011/06/22

What are you doing to motivate consumers to read your book?

Think About Your Purpose

I follow several blogs and scan all new Posts quickly to decide if the content is worth my time. Sometimes it is and sometimes, while it might be great information, it is not relevant to me. I received a post today from Michael Hyatt, former CEO of Thomas Nelson Publishers, that struck me as universally relevant.

The theme of his post was, "What if work wasn't just work? What if work was a vehicle to live and share a bigger purpose?" The reason this spoke to me is that so many of my readers and customers work to develop their community cookbooks in order to raise funds for local and very worthwhile charities. I wonder how successful a project could be if "everyone" involved put their likes and dislikes aside, and performed their assigned task with the giving-attitude that the book was meant for?

Michael cited many examples of people in everyday jobs who have found a way to see their sometimes menial sounding work into how it fits into a bigger picture. Perhaps your organization might benefit from a sharing session on the purpose of your book and the good that comes from each person's efforts as they sell and market it.

Please share your thoughts on how this idea speaks to you.

The Need for a Platform

Marketing a book in today's fast-paced world is remarkably different from years past. Stop for a minute and just think of the communication differences from today versus just 5 to 10 years ago. Social media has changed our lives. Not only has it changed, but it will continue to evolve and change.

Even just 2-3 years ago the IPad and other notepad devices didn't exist. I read yesterday that the #1 Fathers Day gift this year will be IPad accessories. We now have Facebook, Twitter, LinkedIn, Email, TinyChat and the list grows. OK, if we know all about this stuff what does it mean?

I just had lunch today with a lawyer who specializes in entertainment law. She was talking about the importance of building a platform. The way people buy books has changed dramatically and we now have the ability to get our message to thousands of consumers @ no cost by investing in building a platform. Seth Godin touts building a "tribe". It isn't simple and it does take creativity and time but the tools to do so exist.

Someone within an organization such as a Junior League or a branded property, say a resort for example, already has a "tribe". The key for these entities is to increase the scope of the "tribe". This is accomplished through a blog, a fan page, e-mail blasts, e-newsletter, Twitter and web site. The first task of anyone publishing a book is to find their audience and begin marketing to it by using the tools of social media--and it's fun.

What have you done to creatively build your platform?

Use Your Time Wisely

We are about to enter those "dog days of summer". Temperatures are soaring and the whole world seems on vacation. Yet, there is still work to get accomplished. One of the toughest things for community based volunteer organizations is overcoming the fact that members, for the most part, take the summer off. That is why it is crucial for key leaders responsible for book sales invest quality active planning time in the summer months.





If a committee starts up in September and then begins laying out a plan for the year the committee is liable to wind up missing the biggest opportunities for sales during the Holiday season. It is imperative that the kickoff meeting in September be a working meeting rather than a planning meeting.










The members of the committee will be more enthusiastic and feel better about volunteer hours if they understand their roles and job expectations-in other words they will feel that their time is being well spent. This will also let the leadership be in a position to delegate and examine results rather than doing all of the work themselves.






We have witnessed first hand individuals attending FRP Cookbook University who use their time wisely. Those individuals who return home and immediately begin laying out a written marketing plan are far more successful than those who procrastinate. The results for sales during the year tell the story and it is always those who use their time wisely to execute a written plan which was developed in the summer months who achieve successful results.










Remember, there are two kinds of people, "those who find a way, and those who find an excuse". Which kind of person are you?

FRP Cookbook University Recap

Last week approximately 50 existing or "thinking about" cookbook publishers attended FRP's annual Cookbook University. The energy was high and many great ideas where discussed and shared. The group was treated to presentations by the experienced FRP staff as well as outside guest presenters who were fantastic.

On Thursday, Billie Rose from The Junior League of Chattanooga shared ideas about the launch of Seasoned to Taste. She was truly a dynamic speaker and shared an idea I'd never heard before. Early on Friday morning we were entertained with a visit by renowned country music song writer George Teren. While George's songs had nothing to do with cookbooks his participation was a nice touch that could only be had in Nashville.

The last outside presenter was the talented cookbook author Pam Lyles. Pam spent most of an hour detailing marketing ideas that have made Da Cajn Critter such a success. One common trait that Billie and Pam exhibited was perserverence. Both shared numerous stories of meeting obstacles along the way until finally overcoming the hurdle.

If you or your organization has a cookbook for sale when is the last time you joined a forum such as the one I just described to learn from others and garner new knowledge?