Great Article—Printed or Electronic?

There are a variety of opinions in the media regarding the demise of the printed cookbook, especially community cookbooks. However, I have discovered an equal number of opinions that express the opposite view — e-books will not replace printed cookbooks.

This article came across my desk today from a Canadian media source and I found it very concise and interesting. Let me know what you think.

One more thing, Merry Christmas!

Teamwork

Most of our clients involve a team to both create and market their titles. Even some of our individual authors recruit others to assist in the process. Granted, the committee structures of non-profits greatly enhance the need for great teamwork. And yet in our society too many individuals have a "me" first attitude.

I read an interesting blog article from my friend Mike Weber (Breaking the Unwritten Rules) which I think you might enjoy. It is relevant to the subject of "Teamwork". One great lesson I learned early on in business is "it is amazing what can be accomplished when no one individual is worried about who gets the credit".

Following is Mike Weber's article:

Some unwritten rules are universal. They transcend culture, age and demographics. The Rule of ME is the best example of such a rule.

As children grow they think the world revolves around them. A newborn infant has few concerns: Feed me, hold me, change my diaper. A two year old’s universe is pretty small. It starts with “me” and proceeds to “my” and “mine”. Just watch them “sharing” their toys and you’ll know what I mean. Even in the teenage years it is common for a young man or women to be totally self-absorbed. Let’s talk about “my rights”, “my problems”, “my allowance” and even “my life”. The sad part is that this rule then gets extended to adulthood and the result is an employee, friend, neighbor or team member who, through action or word, says this: “It’s all about me!”

Reality is this: It’s not really about me, it’s about us. We live in community and work in community. Businesses that succeed are often collaborative and team-based. Communities that thrive are ones where we work together for the common good.

We talk about working together, but the reality is that we aren’t very good at it. That’s why, when we see an unselfish sports player, we declare how great he is. When a team works together, we call them unusual. When an individual decides to sacrifice time, money or life for the good of another, we call them a hero. In all three cases, they’ve simply broken the Unwritten Rule of Me. They’ve decided that it’s not about them. It’s about the success of the group or team. It’s about putting some one else first and investing in the lives of others.

Here then is then challenge: Break the Unwritten Rule of Me!

When you have the opportunity to work with others, try these simple ideas:

1. Find common purpose.
2. Talk about the purpose and dwell on it.
3. Listen more than you talk.
4. Recognize the commonalities among the members of the group.
5. Remember that the outcome is more important than who gets the glory.

“Don’t be selfish; don’t try to impress others. Be humble, thinking of others as better than yourself. Don’t look out only for your own interests, but take an interest in others, too.”

Thanks to Mike Weber for sharing this "pearl". Perhaps if you are a committee chair or even a committee member this advice will make you a better team player and lead to success for your endeavor.

A Perfect Example of Community

Communities come in all shapes and sizes. There are local geographic communities, athletic communities, arts communities and the list goes on and on. In other words, when we talk about a "community" cookbook it could refer to a locale or to a group of followers devoted to a particular subject.

In the case of new cookbook, That Sounds Good, A Cookbook Celebrating 30 Years of WWOZ, it is the latter. This spectacular cookbook (which is available for purchase later this month) was put together by Friends of WWOZ, a community radio station in New Orleans dedicated to preserving and showcasing the music of Louisiana. This book is a perfect example of telling a story through the subject of food. It is loaded with recipes from local musicians, writers, and industry talent. The photographs take the reader through a 30-year time period that saw great changes in the music and art, as well as radio itself.

If you like good Louisiana cuisine and enjoy jazz music along with great "behind the music" stories, check out That Sounds Good - you'll be glad you did.

Great Gift Ideas ... Give American!

If you are marketing a "community" cookbook I believe you will love this idea as much as I did. It doesn't need a lot of commentary since your cookbook can, and should be, promoted to embrace this concept. Even if some of the manufacturing of your book was completed in China as a cost factor, your book was developed in the US and the money raised goes to support either a local US business or the community itself. After the turmoil of a contested election, I think this is a great way for folks to start acting like Americans instead of like enemies.

(Please note, I am not sure of the origin of this piece. It is not my original idea, nor was it the idea of small business owner, client and friend Chef Tim Creehan, who shared it with me.)

Christmas 2012 -- Birth of a New Tradition

As the holidays approach, the giant Asian factories are kicking into high gear to provide Americans with monstrous piles of cheaply produced goods -- merchandise that has been produced at the expense of American labor. This year will be different. This year Americans will give the gift of genuine concern for other Americans. There is no longer an excuse that, at gift giving time, nothing can be found that is produced by American hands. Yes there is!

It's time to think outside the box, people. Who says a gift needs to fit in a shirt box, wrapped in Chinese produced wrapping paper?

Everyone -- yes EVERYONE gets their hair cut. How about gift certificates from your local American hair salon or barber?

Gym membership? It's appropriate for all ages who are thinking about some health improvement.

Who wouldn't appreciate getting their car detailed? Small, American owned detail shops and car washes would love to sell you a gift certificate or a book of gift certificates.

Are you one of those extravagant givers who think nothing of plunking down the Benjamin’s on a Chinese made flat-screen? Perhaps that grateful gift receiver would like his driveway sealed, or lawn mowed for the summer, or driveway plowed all winter, or games at the local golf course.

There are bazillion owner-run restaurants -- all offering gift certificates. And, if your intended isn't the fancy eatery sort, what about a half dozen breakfasts at the local breakfast joint. Remember, folks this isn't about big National chains -- this is about supporting your home town Americans with their financial lives on the line to keep their doors open.

How many people couldn't use an oil change for their car, truck or motorcycle, done at a shop run by the American working guy?

Thinking about a heartfelt gift for mom? Mom would LOVE the services of a local cleaning lady for a day.

My computer could use a tune-up, and I KNOW I can find some young guy who is struggling to get his repair business up and running

How about reaching out to the media and the local vendors carrying your title to promote this concept? Let's collectively see what the results are. My bet is folks will step up and embrace the concept.

What Makes Your Cookbook Unique?

Recently, I was involved in a conversation with an individual who had published a cookbook, but her sales were stalled. When I asked a simple question about the uniqueness of her book it was evident she didn't have a ready answer. What is amazing is that it was as plain to her as to me. She quickly agreed that she should spend a bit of time analyzing her title and developing a "pitch" enabling her to verbalize what made her book unique and special.

If asked, "what is unique about the book or books you are marketing?", what would your answer be? If you don't have what is often referred to as an "elevator" pitch (one that can be given in 30 seconds), you should.

By the same token, if you are considering developing a cookbook or in the middle of publishing one, what features make your book special? If you can't think of any you need to re-think the project or go in another direction. Remember that in today's technology-driven world recipes are "a dime a dozen" on the Internet. You need a "hook" for your cookbook and a total package that is worth the investment the consumer is making.

Also, keep in mind that cookbooks continue to be one of the top gift items in the entire book world, so take advantage of creating a package that is appropriate to be given as a nice gift.

What Makes a Great Cookbook?

While I focus a great deal on marketing in this blog one can never forget that great marketing will get you no further than how good your product is. The quality of the cookbook and the value proposition must be there or all the hype in the world won't produce success.

I am always interested to hear what people value in a cookbook. Recently, Kim McCallie shared some observations about cookbooks that I think are spot on. Click here to read the post on her blog, A Well Seasoned Life.

Do you agree with Kim? Why or why not? What makes or breaks a cookbook for you?

Marketing 101 Action Step

Marketing anything in today's competitive marketplace is far different than in years past; and a cookbook is no different than any other product or service. Taking advantage of social media is tantamount as a significant aspect of one's marketing plan. One of the elements that make up a social media strategy is blogging.

In the most recent edition of Favorite Recipes Press e-newsletter, Table Talk, is a great article on how to get started as a blogger. If you are developing a new regional cookbook the time to start blogging is not after the book is released but rather as the book is developing. In fact, you will have more material than you know what to do with as you blog about the development process, the recipe testing, photo or image selection and non-recipe copy. No doubt there will be humorous stories to tell as well as more serious ones.

Even if you are marketing a book that has been in existence for some time you should still make use of developing followers via your blog. Take the first step and get started.  To help you I've included the article from Table Talk below.

BLOGGING…how to and when to…

Blogging started out as people simply journaling about their day-to-day experiences, thoughts, opinions, etc..etc…  It has evolved into the main online avenue through which “experts” in their fields are found, followed, and relied upon by the average person all the way up to the main editorial departments of major news publications, for information specific to their area of expertise.

Getting started with a blog is relatively simple – there are various systems you can use which have no costs involved. The most used is BLOGGER which is very user-friendly.  More importantly it is a part of the Google system and therefore has a built-in significant “find” within that search engine giant.

Building a blog template takes less than 30 minutes to put in place using their wizard. There are plenty of template styles, widgets and gadgets you can use to jazz up your overall blog look and layout.  It is up to you how much you want to customize your blog layout.

So, start simple and build on it.

First, as in all things Social Media, you have to determine WHO you want to connect with in regard to WHAT your interest or area of expertise is. Do some research at other blogs that you personally follow and see what people are talking about.

Try to blog once a day if you want to really be taken seriously in a professional or expertise environment. Some people only blog one or two times a week which is acceptable for a more relaxed personal style, but the blogger who only blogs when they have something significant to say about themselves won’t have much of a following.

Content Is King - a nice mix of original content, along with curated content with just a dash of promotional content will make for a more meaningful relationship with your community. Curated content is information you share form another “resource” you trust on any given subject. Add your own perspective to the curated content you are sharing, so you don’t just repeat the same information. Be sure to always give full credit on curated content.

Most people check their favorite blogs first thing in the morning and with a quick read through can determine an idea on what their own post for the day might be to pickup on any hot-topics-at-hand. That’s not to say you can’t put up posts that are entirely of your own original thought subject matter – just be sure it’s relative to the interest of your community followers. In fact, setting up scheduled posts that automatically roll out each day is a great way of daily posting when you have a very busy schedule on hand or go on vacation.

Be sure to comment on other blog postings – this will encourage them to do likewise on yours. When their followers see them post on another blog, this can cause them to check you out and potentially become regular followers of your blog too.

SHARE BUTTONS are a great way for people to quickly add your blog postings to their own social media areas. You can find information for the code needed to add share buttons to your template from any number of resources. When adding share buttons to your blog, it’s a good idea to add that line of code to the end of each post, not just on the blog home page. That way each post can easily be shared even if it’s not on the main home page where the most recent posting will sit. You want to make it as quick and easy as possible for people to pass along your postings…and don’t forget to post it to your own FACEBOOK and TWITTER accounts as well.

So, Blog Early and Blog Often on subjects which are near the heart of your community of followers for optimum results! 

What do you think? Can you envision the fun you can have with developing and writing a weekly or daily blog? I would love to follow your blogs so let me know when you get started. In addition, here are a few links to client links that you might enjoy reading.

Junior League of  Tampa
Junior League of  Tallahassee
Junior League of  Baton Rouge
Junior League of Charleston
Historical League
Meal Makeover Moms
Holly Clegg

Part 3. A Guest Opinion

The term "community" cookbook can be interpreted in a variety of ways. I asked one of our team members, Alison Nash, to tell me about her favorite community cookbook and what she liked about it. Alison is quite a "foodie" herself so I was not surprised at her choice.

Here's what she had to say:

"I admit I was first attracted to Salt to Honey for one main reason: the cover photography practically made me salivate. I’m a huge honey fan, and I figured any book that had it dripping all over the cover and in the title had to be a good one.

I am certainly not disappointed. I have tried quite a few recipes already, and I’ve been very pleased with them all. I love that they call for a lot of fresh ingredients and that everything isn’t poured out of a can. At the same time, none of the recipes are so complex that you wouldn’t want to try them.

he cookbook also does a great job of highlighting local specialties, such as Miller’s Honey, Beehive Cheese, and Morgan Valley Lamb, but doesn’t call for ingredients so specific to the area that I’m unable to make them here in Tennessee. Restaurant recipes often come across as much too difficult to attempt, but the restaurant recipes here make me want to invite some friends over and entertain! In Salt to Honey, mentions of specific brands and restaurants are often accompanied by interesting and informative non-recipe text about the local companies, restaurants, and traditions familiar to Salt Lake City that makes you want to visit the area, or at the very least read more about it.

The Junior League has done a fantastic job combining more traditional recipes (think Parker House Rolls, Chicken Potpie, and Peanut Butter Pie) with more trendy recipes that are sure to become new favorites and never go out of style—recipes like Curry Chicken Salad (a must try!), Tapenade Lamb Kabobs, and Apple Fontina Bites. And, as promised on the cover, there are plenty of recipes that utilize honey: flavored honey butters, Honey Walnut Chicken, and Honey Pecan Tart, just to name a few.

Salt to Honey has definitely earned a permanent spot in my kitchen, and I look forward to cooking from it for years to come."

So far we have discussed one "hot off the press" title, one 50-year-old title and one relatively new title. Each has centered around a different community and were produced for different reasons. I plan on featuring one or two other examples in the next few weeks but would like to know your thoughts.

If you picked out your favorite in this genre what would it be and why?

Another Recommendation

This series of posts on favorite community cookbooks began with a feature on a brand new title. Today, I go in the opposite direction with a recommendation for a cookbook that is over 50 years old. You can be assured that a title with this longevity contains wonderful recipes and content. A "classic" earns the title as opposed to being simply touted as such. Gasparilla is a true classic.

From the first time I picked up a copy of  Gasparilla I was intrigued with it. I didn't know the history of the Gasparilla event at the time nor realized that the book was such an old title. Just think, this cookbook has thrived for longer than any current active Junior League of Tampa member has been alive. Why has it been so popular for so long?  How does a book stay in existence for 50 plus years? Read on for the answers.

The book is simple in format and size. While today's community cookbooks are illustrated with beautiful color photography this was not the trend in the early 1960's. It is illustrated with wonderful pen and ink drawings depicting such things as the University of Tampa's beautiful Plant Hall,  creating Cuban Sandwiches at Columbia Restaurant, and the Sponge Docks at Tarpon Springs.  Each chapter is charmingly written, with many wonderful anecdotes to illustrate a point about the culture of Tampa. Throughout the book the non-recipe copy is enjoyable and gives the reader a true sense of Tampa. As you read the book you can feel the love that went into its creation.

Amazingly, this book which has sold over 215,000 copies, debuted in 1961 and released a 50th Anniversary Edition in 2011, was only the fifth Junior League cookbook in the US. It's first printing of 7,800 copies sold out in just 3 months requiring a second order of 10,000 copies. The recipes, while not for the health conscious, are varied and tasty. For example, one of the most intriguing is the "Annie Laurie's Potato Salad for Greek Salad" on page 47. Yes, you read that right! The unusual title is what caught my attention. The dish is unique, simple and delicious.

While there are many other famous examples of great classic community cookbooks still around most are out of print. I highly recommend Gasparilla for its test of time and its well deserved reputation as "one of the best ever".

My Opinion and Why

Over the next few weeks I am going to post reviews of what I consider great community cookbooks and why I feel as I do. You will have to decide if you agree and it is completely OK if you don't. However, I would be interested in your opinions, particularly if they differ from mine.

Some of the titles I choose will be new and some older. The purpose of this exercise is to motivate anyone thinking about developing a community cookbook to put some thought into the various elements that make this important genre of books so great.

In this first post I am going to highlight a brand new title that was authored by Katy Houston from Ridgeland, MS.  Katy's book is titled Sweetness Follows: The Story of Sam and the Treat of the Week.  This is the first cookbook that I read which brought tears to my eyes. I chose this title as an example of a great community cookbook for a variety of reasons, but the main one is the appeal to the community to share in this title.

Sam was Katy's son's best friend when he was hit by a drunk driver while riding a bicycle away at college in Athens, Georgia. Sam endured significant injuries and the recovery story is dramatic. The book is made up of stories from friends and caregivers plus the fabulous dessert recipes that Katy made for Sam during his recovery and rehab.

The book is a combination of images both physical and mental which bring the readers' emotions into the book, motivating one to keep turning the pages to discover the next scrumptious delicacy. The book is simple in its design and yet very classy. Since the compilation of recipes is limited to 128 pages it is not too daunting yet a great value for $21.95.

This title appeals to a distinct community and yet it can also go outside of this group. Anyone who discovers it and has been affected by a close friend or relative in similar circumstances will be immediately drawn in. This cookbook will motivate readers to understand how a simple act of kindness through sharing good food can motivate, heal and stimulate.

The stories are an excellent example of how to involve a community. What could have been a story of two families grows as the doctors, nurses, educators and friends enter the  picture through their stories of this remarkable recovery. And the cherry on top of the dessert is the beautiful photography that was given as a part of the final product.

Sweetness Follows is a beautiful example of reaching out to a community through food.

If you have a chance to  pick up a copy of this book  It will be available here in early October.

I welcome your comments and thoughts.

LET'S REMEMBER

Since this blog is dedicated to community cookbooks and custom publishing that affect grass roots organizations and individuals across the US, I thought it appropriate today to "remember" the community of 9/11 families. In my opinion 9/11 should be a day of dedication to the ideals and values which the victims of 9/11 died for.

We all remember exactly what we were doing when the news started coming in, as well as the gut wrenching feeling of devastation that followed. What I also will also remember and cherish is the feeling of resolve and the united spirit of the American people to never be cowed by cowardly acts of terror.

So, as individuals and as communities let's "remember" with a sense of "one nation under God" that those who died in the 9/11 attacks did not do so in vain. A salute to all of the victims, their families as well as the heroes who emerged in those tragic days. A second salute to you and me for our commitment to never forget.

Check Your Communication

I am as guilty as anyone of pushing information out on my blog for the purpose of getting results. A great lesson to remember is that your blogs, newsletters, and other forms of social media are more effective if they offer a balance of conversation coupled with your product.

This lesson hit home today as I read Kristen Lamb's blog post.

One of my goals going forward is to provide something in each blog post that will inspire a thought, a question, an idea or simply a story to share.

What ideas do you have that will turn your social media efforts into "chats" or conversations? Interaction is fun!

Another Expert Says Amen!

On 7/17/12, I posted the last in a five-part series regarding Community Cookbook trends.  Earlier this week I read an article from a blogger I follow on Twitter which goes into great detail regarding the offers for publishers that are misleading. As general FYI, I am including the link to this post.

I must say that I was delighted to have my research confirmed by a third party with whom I have no connection except as a Twitter follower. Of course, my point remains that these companies are simply technology companies rather than publishing companies and that they deliver exactly what they promise. In the end that means the client pays a lot for very little.

Feel free to call or write with any feedback.

SALUTE TO LABOR DAY

Labor Day traditionally signifies the end of summer and is, for many of us, an energizing kickoff to the busy fall season. My family and I love all three-day weekends, but somehow Labor Day seems to be a favorite. The weather is not as brutally hot or cold, we are looking forward to the busy activity of the fall and yet we have the upcoming holiday season to look forward to.

Here are a few Labor Day entertaining recipes for you to enjoy along with the cookbook titles we have been blessed to be associated with. Happy Labor Day to each of you!

APPETIZERS
Brie and Apricot Phyllo Bites (Everyday Feasts - page 27)
Crispy Cheese Crackers (Pinches and Dashes - page 12)
Deviled Eggs with Tarragon and Watercress (Salt to Honey - page 50)

SALADS
Heirloom Tomato Salad (Gaido's Famous Seafood Restaurant - page 88)
Watercress and Watermelon Salad (Pinches and Dashes - page 64)
Creamy Sweet and Sour Coleslaw (Famous Dave’s Rib’Olicious - page 55)

MAIN DISHES
Grilled Honey-Bourbon Pork Tenderloin (Everyday Feasts - page 87)
Marinated London Broil (Charleston Receipts Repeat - page 137)
Curried Peanut Shrimp Kabobs (Simply Sarasota - page 130)

SIDE DISHES
Corn on the Cob with Lime Butter (Pinches and Dashes - page 82)
Baked Wilbur Beans (Famous Dave’s Rib‘Olicious - page 19)
Trio of Roasted Peppers (Everyday Feasts - page 29)

DESSERTS
Pecan Cobbler (The Hunter’s Table - page 181)
Toffee Chip Ice Cream Squares (Sweetness Follows - page 91)

Blogging 101

From time to time, it is helpful to see good examples of  things you are trying to do. It helps you improve by learning from someone else. In my case, I find this particularly true in the area of social media. (They didn't have social media classes at college back in the day. Typewriters were still all the rage then.) Social media is a new medium when it comes to marketing and I am constantly looking for good examples to follow, and to share with our publishers.

A recent post on the Junior League of Tampa's blog  is worth pointing out. Written by Krista Dietrich, Cookbook Co-chairman, the post has a nice narrative and shares a delicious recipe from Capture the Coast, the League's newest cookbook. Check the post out here.

And please share any great examples of blogging that you know about. I would love to add to the "blog roll" that I follow.

A Success Story

Every now and then it is nice to be reminded that if you follow the basics and work a plan diligently, good things do happen. This was recently validated by a letter sent into Roger Conner updating him on the success of a recent Favorite Recipes Press client.

Here is what Debbie Lestina Robinson had to say about her experience with her new book, You're Invited--Party Recipes for Every Season.

 Hi Roger, 

So far, I've sold 450 copies and I haven't even sent out a press release yet.  I will be mailing those on Monday.  I currently have 9 local retail accounts and counting.  On September 8-19, I will have a booth at the Clay County Fair in Spencer, Iowa which has attendance of 330,000 people.  In November, I'm scheduled for a two day craft fair in Nevada, IA.  And, I just received an e-mail today from the Farm Progress Show in Boone, IA.  I originally contacted them in January about the show held this August and never got a response.  Today, they contacted me about a booth space.  I think I'm going to get a very good deal on that space but, we shall have to wait and see.  Lastly, in December, I'll be signing books for one of my local retail accounts at their holiday open house. 

I will send you a picture from by booth space at the fair to share with your staff. It is going to be so cool. They are letting me paint pink and orange stripes on the walls. We will be wearing pink and orange aprons embroidered with "You're Invited!" and my carpet squares are guess what---Pink and Orange! Tall white director's chairs for resting are embroidered with my website address and I have a 6 foot tall image of my cookbook on a pop-up display. This is definitely the fun part.

When I travel to Florida this winter, I target a whole new market. Plans include a cooking demonstration in our clubhouse for everyone in our condo association (104 units). Also, an event with the local bookstore for either a Super Bowl or Valentine demonstration are in the works. So many opportunities and only one of me---did they ever perfect cloning? 

All of the feedback I've received has been so positive. I've entered my book for numerous awards so, let's keep our fingers crossed. A special thanks to everyone at Favorite Recipes Press for taking my duck and turning it into a swan. The book is absolutely beautiful thanks to your staff of publishing experts.

Stay in touch!
Debbie Lestina Robinson

As the title would suggest, Debbie's book is a collection of recipes, party ideas, invitations and effortless entertaining tips for each season of the year. (Check out her website, here.) Her bright pink and orange motif is very distinctive and puts the reader in a party mood. She has a plan and is following the plan to the letter. Best of all she is selling books.

A BIT OF HISTORY AND NOSTALGIA

Through the years I have heard and read several stories or accounts on the history of community cookbooks. There can be no doubt that community cookbooks have played an integral part in the fabric and history of the US. They have affected social issues, raised awareness for a variety of causes, raised needed funds for those same causes and generally contributed positively to many aspects of Americana.

As a "salute" to the history of community cookbooks I invite view this article that appeared recently on NPR's food blog, The Salt. I found it informative and fun to read. Making it even more enjoyable was reading the breadth of the comments that appear after the post. I hope you enjoy this trip through the past as much as I did.

Keeping Up with Today's Trends

It's not great revelation to anyone that the book industry has changed drastically over a very short time period. Publishers are now forced to offer their titles in both printed and electronic formats. Print runs for new books tend to be lower making the cost per book rise. Print on Demand is also a consideration and will possibly become a more integral part of book publishing as technology improves and costs come down.

For these reasons and others, companies that offer support services to self-publishers must adapt. At my company we are aggressively developing publishing programs for cookbook authors that offer lower prices on smaller print runs and flexibility on how we handle the development costs for our Publishers. We are also looking to expand some partnerships in logistical areas which offer the promise of greater distribution numbers in an effort  to get books out of the warehouse and into the hands of consumers.

Nothing ever stays the same but it is really fun staying ahead of the curve. We are adding strategies and publishing solutions for great regional cookbooks that provide a great value proposition for our Publishers. It is our goal to remain the industry leader in the custom publishing by offering the very best value proposition for our clients.

Don't be afraid to challenge your publishing partners by exploring all aspects of a publishing venture before signing a contract. If your vendors are stuck in the past I assure you there are options for companies that have been keeping up with the times.

The Future of Regional Cookbooks - Part 5

I was recently made aware of a self-publishing business model that at first glance seemed very enticing. The concept was to pay a fixed dollar amount ($5,000 and above) for different levels of marketing support to a company. (I will let you research the names, but there are plenty out there.) The company then formats your book and makes it available for purchase online through their store and pays you a royalty for each book sold. Pretty interesting, I thought.

In trying to understand the concept I did some research by actually calling a few of the companies and getting all of their information. In addition, I developed a list of books that they were selling in their store and called or wrote to some of the authors to inquire how satisfied they were. I was very surprised that most told me they were so dissatisfied that they didn't want to even discuss it. This made me really curious, so I dug into the offerings a bit further.

The premise is built on accumulated sales to a "community" of potential buyers provided by the author at ridiculous price points. For example, a typical 64 page softcover or e-book cookbook was priced at $24.95. Realizing that I have been in this business for 30 years and have had many conversations with clients about the retail value of their books, I was shocked. While the value proposition does not require huge sums of investment dollars most authors get $0 return.

I realize that our own offering (as well as other good competitors I know and respect) requires a significantly greater investment and an element of risk, but it comes with a proven track record of authors actually making money and earning profits through their hard work. Through my career I have gone out of my way to speak highly of reputable competitors as it always sounds like sour grapes if one "knocks" the competition. However in this case, I have to say that these are not cookbook publishing companies-they are technology companies that take your money and give you very little in return.

There are so many success stories in the self-publishing world but in each case there is a great book that was produced. Having a technology company run a spell check is not editing. There are many benefits of a well executed self-publishing strategy including having a quality finished book and making a profit but one should be ready to invest time and money to reap the rewards. Taking the least expensive route, is in my opinion, simply inviting failure.

The Future of Regional Cookbooks Part 4.

Free content--WOW! This is one of the biggest hurdles for a regional cookbook to overcome. The good news is that with the proper planning in place a new title can be successful in spite of this obstacle .
Let me explain.

Many years ago popular regional cookbooks were simply a collection of regional recipes. As time went on the demand for more than just recipes in cookbooks grew. Photographs, historical information about the recipe, cooking tips and shortcuts all became popular and necessary for success. Today a successful regional cookbook must be well themed, have GREAT and unique recipes as well as beautiful photographs or illustrations.

There is no way to turn the clock back on the availability of free content. Today's cookbook author has to develop content that readers will be willing to pay for in either a print edition or electronic edition. The collection of content must be put together in a package that is entertaining and fun as well as one that works. Junior Leagues were really brilliant by insisting that their recipes be triple tested. They developed a reputation for offering community cookbooks that worked. This feature is even more important today.

If you are developing a new cookbook, do some research. Is your idea unique? What makes it so? If it isn't what can you do to adjust? Who is your target audience and how will you get to them? Planning and great execution is the key. Cookbooks are still one of the most popular gift ideas around. Gift giving isn't going away anytime soon, so you have an opportunity to sell thousands of copies of your cookbook if you will simply take a little time to develop a unique cookbook that works.

The Future of Regional Cookbooks - Part 3

Electronic publishing is here to stay!  With the advent of the tablet technology and the inexpensive cost of an electronic reader the move away from paperless is inevitable. Today, the most popular titles being published in electronic format are trade novels. I believe this genre will remain the undisputed number one for the foreseeable future. In addition, it makes sense to speculate that educational publishing will be the next big category moving to electronic formatting.

But what about cookbooks?  The trend for the present seems to be that a publisher should offer books in both formats. While some people enjoy the ability to pull a recipe from a book up on their electronic reader, at the store the huge demand for e-cookbooks hasn't hit. However, as today's youth ages and becomes the consumer for e-cookbooks, I believe the demand for e-cookbooks will increase significantly. Having spoken to many individuals since the advent of electronic readers I have heard countless times that today's consumers prefer a printed cookbook.

One big factor is cost. In shopping for electronic cookbooks consumers want more than just the recipes--they want enhanced content in the form of cooking videos which are expensive to develop. In addition to being costly on the front end most feel they shouldn't have to pay as much in retail for an electronic book and therefore profits are slimmer. The business model for electronic cookbooks being highly profitable is not quite there yet.

So, should you convert your existing book over to electronic, or if publishing a new title offer it in e-format? Absolutely. I say this because the cost is insignificant and making it available in whatever format the consumer is considering just makes sense. There will probably come a day when the only printed copies of cookbooks are print on demand; however, we aren't there yet.

What is the Future of Regional Cookboks Part 2.

In my last post I outlined the three major challenges going on in the world of publishing. Today let's take the first issue, consolidation of the brick and mortar bookstores--only one national chain, and discuss it.

Yes it is true that there is only one national brick and mortar outlet for books. Despite this fact the only limitation to your opportunities for sales outlets is between your ears. One of the great features of publishing a "community" cookbook is involving partners within the community in a variety of ways.

Many organizations have had great success in soliciting non-bookstore businesses to stock and sell their books. From Wright's Gourmet House in Tampa to Get a Grip Tennis in Pensacola there are a ton of retail businesses willing to support your worthy cause or book if approached properly. We all know that "placement" is one of the 4 P's of a successful marketing effort so put the proper amount of time and effort into identifying these key retailers that can partner with you and make it easy for your customers to buy your book.

In addition to local retailers it is also imperative today to have your book available online. Do you have a dedicated web site for your book? Can your customer's order the book from your site or at least be directed to Amazon.com or CookbookMarketplace.com? Is there an e-pub version available through Amazon, B & ;N, Kobo or Apple?

Each opportunity for maximum placement must be worked and kept up with from an initial sales call to regular customer service. How much attention have you given to the subject of placement for your book?

What is the Future of Regional Cookbooks? Part 1.

Everyone in the book publishing world is trying to understand where the market is going. Never in my thirty-two years of experience have I seen things so muddled. Of course, selfishly I am focusing on the publishing of regional cookbooks but all genres seem to be dealing with the same issues.

What are the issues? In my world the 3 major issues are:

• Consolidation of the brick and mortar bookstores--only one national chain
• The advent of electronic publishing and e-readers
• Free content

The first is problematic because in times past an author or organization had many "community" outlet options for distributing a cookbook. In addition, the chain stores were at least pretending to be "community-friendly" by stocking and promoting regional titles. With only one national chain store in business there isn't much competition. It has become "do it our way or you are left out in the cold".

The electronic issue is a challenge because no one has a clue how the purchase of electronic versions of a title will affect the inventory needs for printed books. Of course, the number of printed copies affects the cost per book as the more books printed the cheaper the price per book.

The free content is especially daunting if one falls into the trap of believing that consumers only buy your book for the recipes. It is absolutely true that you can log onto a bevy of websites and find multiple versions of any particular recipe that you want.

Do the challenges stated above signal an end to the "regional cookbook" genre? I do not think so and many experts agree with me.

These challenges simply mean that an author or organization must be better organized, plan their content more carefully and implement a marketing effort before the books even hit the stores. In the next several posts I'll discuss these issues one at a time plus discuss the fallacy that is being sold as "Print on Demand".

It's All About the Marketing

WARNING: This post might sound like a broken record playing the same lyrics over and over.

Recently, I subscribed to a Publishing Online Discussion Group and have been amazed at the number of authors testifying to the fact that if they don't market their book themselves there are no sales. Amazingly, most novice authors think that if they write a good book and a publishing company picks it up and decides to launch it the author's work is done. This couldn't be further from the truth.

Over and over the same refrain comes through. So, why am I going on about this issue? I am stressing it because custom publishing offers the greatest opportunity for success for most authors or organizations. If you are going to publish yourself it is imperative that you understand all that is involved with the marketing of your book and not just focus on the content.  One publisher that is involved with the discussion group mentioned that if someone has already successfully published on their own and sold 12,000 copies, he is much more likely to try and sign that author to a publishing deal.

Throughout my career I have stressed building the marketing plan while you are building the book. I believe this philosophy is the reason that our clients have had such huge successes.

If you have ideas to share on this subject or questions I would love to hear from you.

Advice from the Experts - Part 2

In my last blog post I shared Internet and Social Media tips 1 and 2 from our experts Molly Hodgin and Adam Malone. Here are tips 3 and 4:

3. Target bloggers that fit the demographic for your product

• Offer a free copy of your book for review on the blog, and a free copy of your book the blogger can offer as a giveaway for extra publicity.
• Choose local bloggers whenever possible. Local bloggers can become local supporters and a good relationship can lead to future partnerships and publicity.
• Ask about ad space on their blogs as well as the chance for an entry promoting your book

4. Think Local

• Local Blogs, Local Newspaper’s Websites, Local Magazines and Online Magazines- consider online ads on these sites
• Offer free copies of your book to be reviewed by local food critics and bloggers
• Offer free copies of your book as giveaways in exchange for publicity or an article in the publication
• Local Online Events like Facebook parties for local businesses, clubs or live blogging and tweeting of local event. Offer chances for giveaways or special discount codes for folks who attend or tune-in.

These tips are not just theory--they come from individuals within the publishing world whose income is directly affected by their success. If it is good enough for the pros it's good enough for me to suggest you should follow their lead.

Advice from the Experts

In my last blog post, I shared tips for starting up a cookbook business. Since I began my career in 1975 many things have changed. Amazingly, more things have changed in the last three years than the previous thirty-four. A HUGE dynamic of this change is the advent of the Internet and social media as marketing and communication tools.

Here are a few stats and facts:

• There were 18.4 BILLION searches conducted in March in the United States
• Google makes up 66.4% of the search market in the United States
• Facebook has roughly 900 Million active members
• Top 5 most visited sites are Google, Facebook, You Tube, Yahoo and Baidu

It’s simple…customers are using the Internet to find what you have to sell so you need to be there!

During our recent Cookbook University we invited two dynamic individuals as guest speakers.  Molly Hodgin is Director of New Media for Thomas Nelson Publishing and she had some fabulous tips. Adam Malone owns his own web site development company and also shared some good insight into the social media phenomenon.

I am going to break their tips up into two two blog posts. Here is part one:

Tip 1. You must have a website

• Give your cookbook prime real estate on the front page
• Capture e-mail addresses of prospects and customers via registration of some sort
• Create traffic - ads and social media should lead customers back to your website - SEO (search engine optimization)
• Track what works

Tip 2. Be Savvy with Social Media - Focus on Facebook, Twitter and Pinterest

• DO create a fan page and Twitter handle for your cookbook.
• DO encourage your members to like the page, follow the Twitter feed, and post a link to the page and Twitter feed on their own time lines.
• DO assign someone from your organization to maintain the page and feed.
• DO post new content every day/every other day.
• DO encourage users to interact with your content.
• DO create a Pinterest account for your organization or cookbook
• DO assign multiple members of your organization to pin to your boards.
• DO follow all of the members of your organization and repin their content.
• DO track your re-pins and “likes” to see what your followers are responding to.

Watch for the next post where I'll share tips 3 and 4 from the experts.

Tips for a "Cookbook Start-Up"

When an individual or an organization decide to author a cookbook they are making a decision to launch a business. As with any new business there are guidelines to follow to ensure success.  Here are a few elements you need to think about when producing  a cookbook.

1.) A written business plan--who is your book going to target? What price will it be? In what formats will you offer the book? Where do you plan to sell it? What is your overriding goal in publishing this book?

These are just a few of the questions that must be answered before launching a book; otherwise there is no road map and you are likely to get lost along the way. During our Cookbook University we spend considerable time on the necessity for developing a business plan before you begin.

2.) Financing--almost all small businesses that fail do so because they were under capitalized. If your book is intended to operate for the first year on book sale revenue without anything else you will not make it.  Even though you can sell books year round there is no doubt that the fall months are the "biggies" when it comes to revenue generation. Plus, you have to utilize marketing dollars if you want the target market to know your book exists.

3.) Accounting--I have found in my business that the value of a good accountant and accounting system is of uppermost importance in knowing whether I  am making money or losing money. Do not launch a cookbook without this key position being filled. It doesn't matter if the accountant is a volunteer or a paid individual but it does matter that they know what they are doing.

4.)  Commitment--In my experience it always takes longer to get a project started and on track than expected. Without a strong commitment to the finish line you are likely to fail. No business can succeed without an extraordinary effort and commitment.

New E-Cookbook Titles Available

As of this post, Favorite Recipes Press has four of its titles in the works and soon to be available in an electronic version on Apple, Kobo, Amazon, Lulu and Nook. Among the  most recent is Lemongrass and Limes by author Naam Pruitt. This is an amazing Thai cookbook from a native of Thailand who now lives in the U.S. (St. Louis) and teaches cooking, writes a blog and is actively involved in the culinary community.



If you enjoy Thai food or would simply like to explore a new cuisine check this book on one of the E-stores. In addition to Naam's book Chef Tim Creehan's Simple Cuisine is out as well. This is Tim's 2nd cookbook and SOOO good. Tim grew up in Louisiana and you can tell from his recipes how his roots inspired his cooking.


Be on the lookout for news of additional titles to be released electronically in the coming weeks and months.

Good Leadership

One of my favorite blogs is published by the Chairman of Thomas Nelson Publishers, Michael Hyatt. His blog postings have an overall theme of leadership. Last year, he wrote a post that shared 8  eight characteristics of abundance thinkers. From time to time if a piece of advice sticks with me I like to keep a note of it on my computer and re-read to make sure I am following the advice. 
As a leader of a cookbook committee, a marketing committee, your organization or your home, perhaps you will appreciate this philosophy that Mike shared.

• They believe there is always more where that came from.
• They are happy to share their knowledge, contacts, and compassion with others.
• They default to trust and build rapport easily.
• They welcome competition, believing it makes the pie bigger and them better.
• They ask themselves, "How can I give more than is expected?"
• They are optimistic about the future, believing the best is yet to come.
• They think big, embracing risk.
• They are thankful and confident.

Here's the link to the original post on Michael's blog.
What encounters have you experienced in your many roles where you could have used this advice?

Testimony to Community Cookbooks

Two wonderful media articles were recently shared with me regarding the ongoing popularity of community cookbooks.

The opening sentence of the first article, from Madison, WI, captures the essence of the article and subject itself - "If there’s a better way to remember vacations spent in faraway places than returning home with a cookbook featuring regional recipes, it is well beyond my imagination."

The article goes on to describe the writer's experience in discovering the three League community cookbooks from Panama City, FL, and her journey to a bookstore which markets them.

The second article is from Austin, Texas and is headlined by "Community cookbooks as historical relics: Detailing the past, present and where our community is headed".

We all understand that the world is changing and admit that how consumers purchase their books has changed drastically over the last two years; however, that does not mean that the genre has changed or is going away. In today's world the opportunities are still there, but we need to uncover how to take advantage of them.

Rejuvenation

Easter is a season of renewal and rejuvenation--everything begins anew. How about taking some time to update and spruce up your cookbook marketing endeavors? Many of you Junior Leagues will be changing over to new committee chairs soon -has the successor been thoroughly trained? Is she coming to Cookbook University? Have you taken her through a session on what you would do differently if you had your term to do over?

How about those of you who are individual publishers? When was the last time you gave serious attention to your overall marketing plans? What marketing activities are not getting results and should be deleted in favor of new endeavors? Sometimes we fall into the trap of doing things over and over and expecting different results. It doesn't work.  How about considering a renewal of energy and ideas by attending Cookbook University in May?

A successful marketing plan is constantly ongoing and changing. Invest some time now to lay out your plan for the rest of the year but always be open to new ideas along the way.

Twitter and Your Brand

Twitter is an unusual medium but can be useful. Do you already have a Twitter account for your brand? I have discovered that the best way to learn Twitter is to use it. It is especially important if you want to reach a younger audience.


I have discovered if you want to use Twitter, either to get your message out or simply to gain knowledge it takes discipline and time. It is important to remember, if you aren't tweeting regularly your message become less relevant.
Send me your Twitter account and I will follow you or begin to follow me @Dcatman5353 and I will in turn reciprocate.

A Salad Had Me Sold on the Book

Occasionally a single recipe can motivate me to purchase a cookbook. In the case of Capture the Coast, Volume 4 in the Culinary Collection by the Junior League of Tampa, it was the combination of a lunch coupled with a discussion about the anniversary promotion of the League's older title, The Gasparilla Cookbook, that had me sold.

After we completed our meeting regarding ideas for the 50th anniversary edition of The Gasparilla Cookbook, which was released in October of 2011, a small group of Junior League of Tampa members invited me to the Columbia Restaurant for lunch. I had always wanted to try the  Columbia Restaurant because of its reputation but just never had the opportunity. The restaurant is a testament to why you should always go "where the locals eat". The  Columbia Restaurant features a dish entitled the "1905 Salad". When the ladies mentioned that this salad was featured in Capture The Coast, I decided to try it.

We now prepare and eat this salad 3-4 times a month at home. It is truly a special signature dish and yet readily available in this classic community cookbook. One of the reasons that community cookbooks have been so successful through the years is that they truly involve the entire community including local chefs and restaurants.

If you want to give yourself a treat try the "1905 Salad" (recipe can be found here on the Junior League of Tampa's blog) and then buy a copy of Capture the Coast to find out what other great surprises are included--you won't be disappointed.

A Testimonial from a Restaurant Cookbook

As a savvy marketer and restaurateur, Dickie Brennan of New Orleans realized years ago the value of developing a custom cookbook to support his brand. I'd like to testify to that value. My wife and I took a trip to New Orleans last week and joined up with two other couples who were attending the SEC Tournament with us.

One of our group had been to New Orleans many times and had a few restaurants lined up ahead of time. Since I was familiar with The Flavor of New Orleans from the Palace Cafe, I suggested we eat there on our second night in town. I made the reservation and was impressed with how nice the receptionist was, and later when they called my cell phone to confirm our reservation.

When we entered the restaurant we were greeted warmly and seated.  This was just the beginning of a great evening.  Now, remember that the only reason I knew about this particular restaurant was because I was familiar with their cookbook.  Our server, Dante, was terrific--funny, efficient and very personable.  Amazingly all of the menu selections are also in The Flavors of New Orleans.  The meal was THE BEST I EVER ATE!  In fact, the entire experience was so good that I wrote to Mr. Brennan and complimented him and the staff. The table side Banana's Foster and the story behind it was the highlight of the experience.

This is a testimony of how a book serves as a marketing tool and pays for itself at the same time. Whether it is a restaurant, resort, or a community organization, a successful and well-marketed cookbook can bring customers in, get them to return or simply motivate them to give you their support through purchasing one of your books.

E-Book Distribution Update

The e-book distribution system is up and running. Our FRP Publishing imprint loaded its first two titles, Recipes Worth Sharing and More Recipes Worth Sharing. Both are now available in the major e-book providers such as Apple, Amazon and Kobo.  We are also launching our first customer title this week and hope to have it active within the next two weeks.  An announcement will follow when it is active. (hint: only 1 of 10 titles in its category in the Apple Store)

While we feel that this e-distribution is a secondary strategy it remains important in an author's publishing plans.  As more electronic devices hit the market it will be a critical component in every book marketing and selling plan. My friend, Tim Creehan, who is a well known chef and restaurateur in the Destin, FL area told me last week that he definitely wants to give his customers the option of buying a physical book or loading it onto their reading device.

What are your thoughts about e-books?

Registration is Open for FRP Cookbook University 2012

In the mid 1990's Favorite Recipes Press held it's very first Cookbook Marketing Seminar. That seminar has evolved into the single most effective training for self-published cookbooks (it is also relevant to any self-published book) in the US and is now known as Favorite Recipe Press Cookbook University.

Favorite Recipes Press Cookbook University is happening May 8 & 9, 2012 at the Sheraton Music City Hotel in Nashville, TN. Registration is now open, and you can read about all the details here. Favorite Recipes Press Cookbook University addresses specific needs of diverse publishing groups. Novice publishers need one kind of information; experienced publishers producing second or third volumes need another. We provide both seminars targeted to specific audiences.  Cookbook University offers you the opportunity to:

• Learn all about the aspects of publishing a custom cookbook
• Get the information you need to publish a marketable book
• Create a successful marketing and sales program to support your goals
• Meet the Favorite Recipes Press staff and network with other publishers
• Leave with valuable and exciting information

Favorite Recipes Press Cookbook University Tuition:
Favorite Recipes Press Client: $125 for each attendee / Master-Level Class: included in Tuition
Non-Client: $425 per person / Master-Level Class: $125 (in additional to Tuition)

Room rate at the Sheraton Music City Hotel is $109 per night (single/double).

Be sure to get registered by April 12, 2012. If there was ever an action step you could take to accomplish so much in one event on the subject of self-publishing this is it! No matter if you are thinking about developing a book, just researching the subject or have a cookbook that needs marketing and sales help this is the event to attend. I hope to see you there.