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.

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.

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".

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.

It's Never too Late for School

One of the first questions I am asked by potential publishers revolves around how to market a successful cookbook. I am here to preach the gospel about FRP's Cookbook University. This is THE #1 TOOL IN THE USA FOR AN EDUCATION ON HOW TO CREATE AND MARKET A COOKBOOK. Yes, these "all caps" are for emphasis.

FRP Cookbook University grew out of a seminar developed by Ellen Rolfes and Helen Hayes, two former Junior League Cookbook chairs from Memphis in the early 70's. Since that time, the FRP staff has solidified and enhanced the curriculum. We have added a track on creating a great community cookbook as well as sessions related to current and classic marketing techniques. Remember, social media didn't even exist a few years ago.

This year's edition of FRP Cookbook University will be hosted in Nashville, TN and the location at the Downtown Doubletree should expand the fun of the conference. Downtown Nashville is a vibrant atmosphere with plenty of good food and entertainment. There will be guest speakers as well as "Master Level" classes, in addition to the regular curriculum.

The dates are May 19-20. For your convenience, here's the link for registration and details. This conference is relevant for anyone, an individual or an organization with the desire to publish a cookbook.

Here are some comments from past attendees:

"I enjoyed attending FRP Cookbook University and appreciate the opportunity to learn from both FRP staff and my fellow publishers. I found the sessions to be informative. I look forward to putting all this information to good use." - Aleris C. - Junior League of Wichita

"I had so much fun at FRP Cookbook University! FRP is an amazing company with an incredible staff. Y'all made us feel so at home. I not only learned a ton, but I also made some really great friends! It was a great two days, so thank you!" - Lyndsey S. - Junior League of Houston“Very helpful material to carry back to my office and chapter.” - Sheryl W. - AT&T Pioneers Alabama Chapter 34

“I consider FRP Cookbook University instrumental in motivating us to write our own cookbook. The resources provided are well worth the investment.” – Charles P., Beaufort Grocery Company

“I can’t tell you how much we benefited from coming to FRP Cookbook University. We both really feel like we have a good hold on the process and have the knowledge to make a wildly successful book. It was such a pleasure to put a face with all the people we will be working with on throughout the process and are looking forward to our finished product. If you have a new client wavering over whether to go please give them my number—it is definitely a must! We feel we have made the best decision on working with your company to create a lasting piece for our school. It was such a wonderful bonus too to meet others who have gone through or are going through the process as well.”
Shannon G. - Kerr-Vance Academy

Slate.com Article on Community Cookbooks

I read an interesting article recently on Slate.com regarding community cookbooks.

http://www.slate.com/id/2277327/entry/1001596/

Anyone getting ready to publish should read this article before getting started. One interesting thing that came out of it was a comment I read from a reader who had left behind her thoughts. That comment is below. I have no idea who this person is but she put in clear words what I have heard from individuals for the last 33 years.

"Community cookbooks are a guilty pleasure of mine. I don't think I have ever cooked an actual recipe from them, but they are so much fun to read. Every book seems to have roughly 20 different versions of broccoli casserole (frozen broccoli, Velveeta/Cheese Whiz, etc.) and a variety of desserts made with crumbled cake mix, Cool Whip, and cream cheese. They can be educational as well. I recall reading an old one from the 1950s and asking my mother what oleo and a #2 can were. "

Searching New Places

During our lifetime most of us venture to new cities for either work, family events or vacation. When you visit a new area for the first time what is the first thing on your mind? Is it the weather? Things to see and do? The food? Perhaps, it is some combination of these questions.

One comment we hear repeatedly is that "when I visit a city I usually like to take home a local cookbook". Why is that? Well, one reason is that food is a HUGE part of our lives, and we all know that food is prepared differently in different regions of the US. When we think of the Gulf Coast, we think of fresh seafood. In Louisiana, it is Cajun. If I am going to the New England area, I am thinking of lobster, chowder, etc.

Now, the simple truth is the capability to recreate these foods is available for us right in our own hometown bookstores, but yet it's our nature to fit in with the culture we live in. That's not to say that we don't enjoy different foods from time to time but when we go to a city or region known for a specialty, we want to try it out. I can't imagine going to Philadelphia and not seeking out a great Philly Cheese Steak. Plus, if I can find a cookbook that teaches me how to make one that good, I want to buy it.

What is the point in all of this? We love food, and we love to know about authentic food. If you are thinking about developing a community cookbook make sure that you include some signature dishes revolving around the local culture, specialties, and ethnicity because that is what your customers will be looking for.

An Idea for Non-Profits

In the current economy non-profit organizations across the US are hurting for revenue. The US has a 9% (I am probably being generous here) unemployment rate and it is not unusual for those currently employed to have taken a pay cut or freeze within the last few years. Just today, there was an article on the internet regarding call centers in India now moving back to the US due to the fact that any job, regardless of level of pay, was in demand.

What does this mean for non-profits? It means that the demands for their services are increasing while giving to non-profits (income) is going down. In this dilemma, I see a golden opportunity for both the non-profits and for companies managing their ever-shrinking marketing dollars while seeing less donation dollars roll in.

If I were an Executive Director or President of a Non-Profit Board, I would begin to look for a company who would like to enhance their brand and approach them about developing a cookbook and donating the profit dollars to my non-profit. This process worked backwards for the Susan G. Komen Foundation because Calico Corners decided to create a cookbook and sell it in their stores and donate the profits to a non-profit funding breast cancer research. After they had raised their first $100,000, the Komen Foundation became the recipient of the funds.

Think about this idea—cookbooks are one item in our society that are selling better (up over 9%) than in the previous year. Companies are looking to get their brands identified and what better vehicle than one consumers are buying anyway and that can benefit a need in society. It allows a company to support the non-profit by using marketing dollars that result in creating revenue rather than just giving profits away off of the top.

Recently, Kroger developed a cookbook by conducting a recipe contest among employees and then sold the book back to their employees and used all of the profits to fund the employee assistance fund. Kroger is a smart company—they created a product that their own employees could have fun with, feel a part of, and yet rather than pocket the profits they gave it back to the employees own assistance fund.

What ideas do you have that create a win/win for companies and needy non-profits?

A Great Product Without Great Service is Useless

Most of my writing has focused on specific cookbook titles, recipes and food. That being said, there is one other HUGE ingredient that every organization should focus on in successfully marketing and selling their cookbooks.

I have had 2 recent “run-ins” with companies where I was the customer and they ran me off. Where is customer service these days? Do companies not understand that they lose revenue when they make a customer mad over some bureaucratic policy?

Experience # 1.)

Last night my wife, youngest daughter and I pulled into Outback Steakhouse for a nice, casual family dinner. I dropped the girls off to get us checked in and drove off to look for a parking spot. The weather was stormy so I wanted to park close by. I circled the lot twice only to discover that the only single parking space (other than handicapped which I would never use) was in the “Take Out” area. I pulled in since there were NO other spots available. As I got up to the front door I was about to explain to the hostess what I had done and to suggest that I would come out in 10-15 minutes and look for another available spot—before I could even begin discussing another employee who had followed me around the building said I couldn’t park there. I explained twice my challenge and suggested solution only to be told I should park at the overflow lot in Rooms to Go 50 yards away. I told her I wasn’t eating at Rooms to Go but rather at Outback and needed a spot to park—she again told me I had to move. What did we do? We went to Logan’s and spent our $100.00 there.

Experience #2.)

Last week I had booked a non-refundable room at a Hampton Inn for 2 nights on a business trip. A new appointment came up that required me to be 3 hours away from that hotel. Logically, I needed to cancel 1 night in that hotel and re-book in another hotel (same chain) in the other city. After making multiple calls to both the hotel and my “diamond” membership service center, the hotel refused. Therefore, I had to reschedule my meeting, thus inconveniencing a prospective client. I will not be spending my usual $3,000--$5,000 in hotel stays with that company going forward.

The point I am making is that we often forget how important customer service is until we experience awful customer service. I encourage you to run your cookbook sales efforts with the customer in mind—put them first. Exceptions can always be made to any rule if legitimate circumstances exist to do so. I am not suggesting that you let someone fleece you, but keeping an open mind and treating others as you expect to be treated should be rule # 1.

Simply to illustrate that this is not just a theory, but what we have practiced since 1982 when we launched the current business model, I would like to share with you a note I received from our good friend and client, Holly Clegg. Unfortunately, when we printed Holly’s latest and greatest cookbook, Too Hot in the Kitchen, there was a small ink spot that should not have appeared on one of the pages—not a huge issue, but nevertheless one that should not have happened. Here is what Holly wrote to me regarding our handling of the situation.

“Dave,

I just wanted to tell you what an excellent and above average job everyone is doing in spite of all the problems. I am so impressed with Powell that he was so conscientious and didn’t let my book be not the best it could be with catching the printing error. Anne is almost a step ahead of me as she is on top of everything that I throw at her….and then extremely helpful and communicative…they have been a pleasure to deal with even under these circumstances. It is important to me as a long standing client that you are behind me with all this. Please know that Anne and Powell really rate in my books and represent FRP in a way you would want it to be recognized.

And, you know I wouldn’t even be there if it wasn’t for Sheila…so you know how much I adore and think of her! Now, here’s to a glass of champagne to celebrate!” -Holly Clegg

Interestingly, in my meeting with the prospective client I mentioned in Experience # 2, I learned that I had been invited because we had received such excellent recommendations from other clients for quality service. Keep AAA Service as one of your top goals in any business dealings, and you will be rewarded.

A Church Community

When one thinks of the south, many different images come to mind—a slower pace of life, an enjoyment of simple things and good food. Having grown up and lived in the south all of my 60 years, I can attest to these great southern traits plus many more. One little known fact about the south is how strong church communities are.

This fact was recently showcased in Wetumpka, AL when The Church Ladies of Trinity Episcopal Church decided to publish a cookbook to raise money for renovations to the church sanctuary. Armed with a “can-do” attitude, pride for their church, and beloved, time-tested recipes this small Episcopal Church in a community of less than 10,000 have sold 5,300 copies of Shall We Gather, Recipes and Remembrances of a River Town.

This book is not your typical “church” cookbook of mimeographed pages and spiral binding. Shall we Gather is a 192-page, hardcover book with a beautiful interior design and offers a collection of traditional southern favorite recipes written for 21st century cooks. It contains remembrances of life, lore and legend along the Coosa River and features a foreword by the author of Midnight in the Garden of Good and Evil, John Berendt.

This is one of those cookbooks that, as you read it, you feel the love from the contributors. With dishes such as She Crab Soup, Garlic Cheese Biscuits, Shrimp and Grits and Country Ham Sour Crème Biscuits, you know it is southern food at its best. You know the desserts are to die for because what southern meal is complete without a delicious dessert?

While this book raised a nice and tidy sum of money, it also touched lives in ways one would never think of—read Phyllis Kennedy’s story of their cookbook from Trinity Episcopal members’ perspectives:

The idea of a cookbook was conceived to keep us focused on building a new worship space when we were between rectors. The idea soon took on a life of its own and became a significant source of funding for the new church.

We now have a spectacular new church with beautiful furnishings, a refurbished pipe organ and stunning stained glass windows. We have cleared over $53,000 on our Shall We Gather cookbook and we’re still making sales!

As marvelous as those accomplishments are, they are the least of what Shall We Gather has meant to Trinity Episcopal Church, our community and especially to members of our committee.

The first and greatest gift may have been Virginia Waddle Lott who visited at Trinity about the time we started working on our cookbook. She was quickly recruited to work with the committee and became the “most valuable player” by inputting all our recipes into FRP software. Virginia died at UAB hospital in 2008 while awaiting a heart and lung transplant. She is lovingly remembered with a beautiful rose window over our altar.

Another loyal member of the committee was Carol Holland who lost her sight as an adult but retained all her spunk. Carol didn’t miss many meetings for fear she wouldn’t be on hand to defend her recipes and assure their inclusion in the book. One of Carol’s recipes included in the dessert section bears the caption “so easy a blind person can make it.

Carol died unexpectedly a few months after the cookbook was published. She is remembered in our new church building with a Trinity window on the front of the church.

Our finest accomplishment may be the two couples that came to be active members of our congregation by way of the cookbook. When we did our first “Gathering at the River Cookbook Fair and Tasting” they were impressed enough to come and visit. We take great pride in the Davis’ and the Sibley’s.

Other “side effects” have been the outstanding public relations that we’ve enjoyed as a result of our book. We have had numerous articles and pictures in our hometown paper, as well as articles in papers and magazines throughout Alabama, and several spots on local television. We’ve found that opportunities to sell Shall We Gather are also opportunities to talk about the unique beauty and history of our church and Wetumpka.

There were many times when a groan would go up when yet another cookbook meeting was announced, but our small band of volunteers became a wonderful and dedicated team. Now that we are on the downhill side of the project, Shall We Gather is a powerful bond and great source of pride for The Church Ladies of Trinity Episcopal Church!

More on Successful Community Cookbooks...

In the previous post regarding what makes a successful community cookbook, I talked about pricing the book properly (this is a bit trickier than it seems), differentiating the book from others in the area, and incorporating interesting content for the reader.

With so many high-end trade books on the market coupled with high end magazines (many of which do not have a sustainable business model), there is a tendency by community based groups to feel their books must contain full-color food photography and glitzy production values. The truth of the matter is that many of the best-selling community cookbooks today are simple 1 or 2 color books.

I am certainly not suggesting that beautiful food photography cannot enhance a community cookbook. However this is one area where price gets tricky because great food photography is expensive and requires more front-end work by the designer thus driving up the cost per book. One huge reason I harp on cost is because most community cookbooks are being sold to raise profits for a worthy cause. In order to get the books in the market, discounts are required. It is critical that book costs are lower than the deepest discount sales price. A great community cookbook is about value, rather than glitz.

It is also critical to understand that community cookbooks offer a great fund raising opportunity because the organization’s members must do some of the work that trade houses pay professionals to do. It has been said that a community cookbook has a better chance of success than a typical trade title because the marketing is done by people who CARE! I have a blog post coming out next week discussing the efforts by Trinity Episcopal Church in Wetumpka, AL who made $53,000 and are still raising more money through sales of their cookbook which demonstrates this point very well.

You must also remember that while you aren’t trying to be something you are not, consumers still expect a professional product—in a cookbook this means having a good index, consistently written recipes, copy free of errors combined in a quality manufactured book. I am not too hung up on which binding style to use other than to state it is important to pick a style where the spine can be printed with the book title on it. You should also have an ISBN number and a $ readable bar code on the back cover.

Developing quality content is critical but developing a marketing plan prior to printing is also critical. An organization that simply aims to create a great cookbook could end up with a huge inventory in their garage if they aren’t careful—a better goal is to create a great title and sell through 5 printings. It is critical that the marketing begin before the book is started, rather than after—for example, the marketing team should be involved in big decisions such as the price, front cover, title, theme, and book size. All of these ingredients are relative to the marketing plan.

I would like to close with the invitation to all readers to check out Cookbook University hosted by FRP, Inc. each spring. This two day seminar covers all aspects of self-publishing and is a great value for anyone involved with or considering publishing a cookbook.

Calling all Fondue Lovers!

Never did I imagine when my oldest daughter began working for the Melting Pot Fondue Restaurant in Kendall, FL while enrolled at University of Miami that I would be hiring her to write non-recipe copy for a Melting Pot cookbook a few years later. With several clients in the area, I consider myself pretty knowledgeable about Tampa, FL. However, I was surprised to find out through one of my associates that Melting Pot Restaurant’s corporate offices are located Tampa.

Having found that news out, I quickly did a little homework and found that the VP of Brand Development was Kendra Sartor (now Shier—congratulations, Kendra). I called Kendra to introduce myself and she indicated that the company was currently talking about publishing a cookbook as their consumer base had requested it. I flew down to meet with her and quickly learned that her parents had lived in the same neighborhood as Robin and I for several years—what a small world.

The decision was made for them to publish the book on their own rather than work through a trade publisher and off we went. What a great decision that turned out to be for them (as well as us) because they got to control the look and feel of the book plus have made 10 times the profit than if they had trade published.

If you have ever eaten at a Melting Pot restaurant, you know the quality—with that in mind we felt that the quality of the cookbook had to be equal to or greater. Everyone who has purchased or seen the finished product will attest to its quality, down to the use of recycled paper and agri-inks. Consumers also love the coupons bound into the back of the book which, when redeemed, covers the cost of the book--Kendra knows how to market a brand!

The props were assembled and flown into Nashville along with the recipes and we held the photo shoot for the book in Mike Rutherford’s studio. The shoot itself took several days, and along the way we discovered that some of the recipes needed to be added to for volume—the Melting Pot Executive Chef Shane Schaibly quickly fixed those and Dip Into Something Different was finalized. The amazing thing about this book is not only how great the recipes are and how beautiful it is, but how popular it is. The first 15,000 copies sold out in only a few months and there have been 3 additional printings since and a 4th is scheduled for later this fall—the total number of books sold so far is approximately 35,000 copies!

Along the way Kendra Shier has become a good friend, and it is always good to catch up when I visit Tampa. Here is what Kendra had to say about the project.

Dave,

Wanted to just take a moment to share with your blog followers how incredible this process has been for our organization. When the COO of my company came to me with the dream of having a Melting Pot cookbook, I had NO idea how to proceed. FRP was such a Godsend…the beauty of this relationship is that after we decided to work together, your team guided me step by step through the process. I am amazed at how simple this process was and how much help your team offered. Having just received another royalty check, I can tell you also that this project exceeded our financial expectations as well. Aside from the business side of things, we have formed some lasting friendships and look so forward to our next project with FRP. I encourage anyone even considering this path to ensure their success by partnering with your team. It was the best retail decision we have ever made. Looking forward to the next project!

Fonduely,

Kendra Shier
Vice President of Branding
The Melting Pot Restaurants, Inc.


If you want to try a fun meal or just a desert that gets all of your guests “into it” try Dip into Something Different. Here's one of my personal favorite recipes:

The Flaming Turtle

12 ounces milk chocolate, finely chopped
2 tablespoons heavy cream
1/4 cup caramel ice cream topping
1 tablespoon 151 rum
3 tablespoons chopped pecans

Combine the chocolate and cream in the top of a double boiler set over simmering water. Heat until the chocolate is melted, stirring constantly; or combine the chocolate and cream in a microwave-safe bowl and microwave until melted, stirring every 30 to 45 seconds. Be careful not to let the chocolate burn. Pour into a warm fondue pot. Pour the caramel into the center of the chocolate mixture. Do not stir. Add the run to the pot and ignite carefully, using a long wooden match o lighter. Allow the flame to burn out and stir gently to combine. Sprinkle with the pecans. Keep fondue warm over low heat.

The Enduring Cookbook

When I began writing my own blog, one thought occurred to me that is a bit bothersome. Would my blog simply be perceived as a “sales” gimmick? That was certainly not the motivation or the objective, but yet, it is a self-serving mechanism since I am in the custom publishing industry.

The following article that appeared in the Chicago Tribune is one I particularly want to share because it espouses many of my sentiments, but the message comes from experts outside of FRP, Inc. I hope you enjoy it as much as I did.

Cookbooks: Ever popular

While all of the recent press about the Gulf Coast has been about the oil spill (and I agree that this is one of the worst tragedies of my lifetime), it is nice to think about something positive in the Gulf. The Henderson Park Inn just released Exceptional Tastes—Tales and Recipes

If you have ever visited the Emerald Coast—Orange Beach, AL east to St. George Island—and especially the Destin area, you have experienced first-hand natural beauty that is indescribable. Robin and I first vacationed in Destin during the summer of 1987. We flew into Pensacola and stayed one night with my Aunt Sissy in Pensacola Beach before driving east to meet up with neighbors on Holiday Isle in Destin.

The breathtaking view when we saw the sugar white beaches and emerald green waters for the first time remains vividly in my mind. While we didn’t particularly care for the condo we rented on our first trip, we did find a jewel of a place farther east called Hidden Dunes. We have been back to stay at Hidden Dunes every year since 1987 and still love it just as much today as we did then.

There is so much to see and do in the area as is evidenced by the fact that in all of the years vacationing in the area I had never visited Henderson Park Inn until last October when my friend Tim Creehan had re-opened his Beachwalk Café at the Henderson Park Inn. My family and I enjoyed a great meal and wonderful service, but moreover, loved the quaintness of the Inn itself. Tim and I began to discuss a book and before you know it, we had a meeting set up with Shannon Howell, the Manager of the property.

The objective of the Inn was to preserve the history of the building along with showcasing the great food at the Café. Shannon realized that this book would be a great branding tool for the Inn while serving the need of offering a high quality souvenir to guests of the Inn and the Restaurant. This beautiful volume captures the “essence” of the gulf coast through photographs and stories of the area along with the photos of the fresh seafood. The book is broken up into chapters such as "Breakfast on the Beach", "Beachside Picnics", "Sunset Toasts", "Starlit Dinners" and "Sweet Evenings".

Every recipe and food photo is mouthwatering and the scenic photos simply make you want to visit. Never do Robin and I feel that we eat as well as we do along the Gulf—while The Beachwalk Café was already one of our favorites in its former location, we now have it on our list at the Henderson Park Inn.

For everyone in Alabama, Tennessee, Mississippi, Georgia and Louisiana who already vacation along the Emerald Coast this is a must have for your shelves and will make you yearn for a “beautiful gulf break” regularly. If you’ve never visited the area you should pick up a copy to serve as motivation for visiting paradise.

Award Winning Excellenc Attained

Yesterday I featured Stephanie Savors the Moment as a blog post. To share a bit more about the history of this great title here is a bit of background.

In 2000, FRP had the privilege of publishing Savor the Moment by the Junior League of Boca Raton.  This League had been discussing the publication for at least 5 years prior to the actual publication.  They knew what they wanted but pulling if off would take hard work and real leadership.

To the forefront stepped Cindy Krebsbach.  Cindy was a dynamo who does not know the meaning of "can't".  This group of women decided early on that they wanted to create an award winning book and they kept that vision in front of them with every decision they made along the way.  I am happy to say that the book did win an array of awards as is chronicled in the articles you will read later.  Savor the Moment is the first self-published book to win a James Beard Foundation Award.

After 10 years of continuous print sales, the book remans a top seller in the community of Boca Raton, FL.  I hope you enjoy the memories the individuals who worked to develop Savor the Moment have to share.

The Wright Stuff

Occasionally in life one meets an individual made up of “all the right stuff”. In the case of Patty Wright Gomez, the phrase is particularly apropos. The FRP Marketing Department had hired an individual named Avril Marshall from Memphis to assist us in the Nashville office.  Avril became engaged to a longtime friend from Memphis who was living in Naples, FL.  Her fiancé, Marshall Duncan, and his mom were friends with Patty Gomez and when Marshall mentioned Avril’s new job, Patty wanted to speak with us.

For several years Patty and her sister had talked of writing a cookbook and Patty actually did write a small cookbook on 3 x 5 recipe cards but her recipe collection was far larger than the original put together in 1951.

"My love for cooking only grew as my own family did; and my passion for reading cookbooks, collecting recipes, and sharing food with friends and family morphed into this book:  All The Wright Stuff-From Everyday to Gourmet."

Patty had little knowledge of the publishing industry and all of the work necessary to get a book published.  However, she did have some great friends and family like Rebecca Burnett-Grubb and Brenda Miller to support her along the way.  Patty’s step-granddaughter, Heather Dockweiller, got in on the act as well.

I flew down to meet with Patty and quickly realized that her collection of recipes was far greater than most.

"My love for cooking developed when I was so young and small, I stood on a stool and learned to make cornbread, under my grandmother's watchful eye.  From that time forward, I was in the kitchen as much as I was allowed."

Her collection included everything from everyday recipes to gourmet dishes.  We began to work on a format and came to the conclusion that the thickness of the book would require a very sturdy binding—we used a semi-concealed wire-o binding which allowed the binder board on the back cover to reinforce this book.

As the deadline drew to a close for Patty’s final manuscript to come in to FRP, Patty and her husband Jack, along with Rebecca Burnett Grubb, flew into Nashville to meet with our team and finalize the design.  During that meeting, Steve Newman, FRP Art Director, took a photograph back to his office and designed a quick wrap cover which featured Patty and a great pop-over roll recipe. Jack loved it and the book quickly moved forward to completion as a 448-page finished book.

Since 1982 when I started up the current FRP business model I have never “marked” so many recipes to try from one title—this is a "simple food"  lovers dream.  Patty tells me that the book has been a local hit in Naples where she and Jack spend their winters as well as in The Highlands, NC where they spend their summers.

Patty is a prime example of how an individual with spirit, entrepreneurship, and commitment can not only develop a great cookbook but also market and sell it—she printed 7,500 copies and I predict will need a re-order sometime early in 2011. Patty Gomez is clearly made of “The Wright Stuff”.

Small Community with a Big Story

In 2007, I met with a couple of Junior League members in Manhattan that represented a small community outside of the city—Bronxville, NY.  They were very proud of their community and the Junior League was an active part of the community.  However, they were faced with the fact that the community of Bronxville simply couldn’t support a 10,000-20,000 cookbook endeavor.

Most Junior League cookbooks are produced at those quantities, which allows for more  “bells and whistles” that are simply not financially feasible in smaller print quantities. This fact didn’t deter the Junior League of Bronxville. They turned the obstacle into an advantage and focused on who they were as a community by developing a smaller cookbook, including two great features.  They used terrific black and white historical photos of Bronxville to give visitors as well as locals a taste of the city, and accented these with some hot, trendy colors—pink and orange.

Beyond One Square Mile turned out to be a spectacular collection of recipes and tidbits, and the book is now an integral part of the community of Bronxville.  It is classy and very distinct—a publication that, like others in its genre, supports the causes of the League while exhibiting a professional image that the members feel proud of.

This is one example illustrating the fact that a successful community cookbook is more about the heart than about the size of the group.  A small, dedicated team of women can measure up to that of larger and less cohesive groups, and do so with amazing success.

Below is just one of the many delicious recipes featured in the book.  Enjoy!

 

Herbed Tomato Bread Salad

 ½ cup extra virgin olive oil

3 tablespoons red wine vinegar

2 teaspoons Dijon mustard

1 garlic clove, minced

1 pound vine-ripened tomatoes, cut into wedges and 1-inch chunks

1 pound vine-ripened yellow tomatoes, cut into wedges and 1-inch chunks

2 ½ cups (1-inch) cubes crusty bread

½ cup cured pitted black olives

¼ cup fresh basil leaves, chopped

¼ cup fresh parsley, chopped

Salt and pepper to taste

 

Whisk the olive oil vinegar, Dijon mustard and garlic in a bowl until the oil is well blended.  Combine the tomatoes, bread, olives, basil, parsley and mustard mixture in a bowl and toss to coat.

 

Let stand at room temperature for 20 minutes.  Season with salt and pepper and serve immediately.

 

Serves 4

 

The Development of a Community Cookbook

We have been discussing the merits of community cookbooks and how they create partnerships within the community as well as how they benefit the community as a whole. These books are being developed and sold across our great nation. I thought it might be interesting to discuss how one of these masterpieces comes together.

One thing I know for sure is that the process of developing a classic community cookbook involves a great deal more than just collecting a few good recipes. Although having quality recipes is important a great deal of additional content is needed and is important if one is to have a truly remarkable cookbook. Who better than one who has recently been heavily involved in the process to share her experience. I asked my good friend, Lori Sullivan, to share her thoughts on the experience that she had with Rochelle Darmon, fellow co-chair for JL of Greater Ft Lauderdale. 

In their professional lives these ladies are both involved in other non-profit organizations; Lori with Girl Scouts of the USA, and Rochelle with March of Dimes. Here is what they have to say.

 Paradise isn't truly a destination. You can't find it on a map or use credit card miles to get there.  After two years of concept, development, design and marketing - I can say with absolute certainty that paradise is a cookbook you adore and a group of women you love.

It began in February of 2007. In truth, I was in the throes of a postpartum realignment and ready to step back from the Junior League but a little voice in my head (and a much louder voice from my dear friend, Rochelle) said “Come on, let’s go!”

So, away we went! Rochelle and I spent five months of that year getting ready and getting to FRP’s “Cookbook U” in Nashville. Then in July, we met them; the 16 wonderful women of unparalleled talent and dedication who would take it all on with us and have a cookbook to show for it in just 18 short months. They all showed up at Rochelle’s house for brunch…and mimosas.

Having never met before, miraculously (magically!) we selected a title that first day, Paradise Served.  The title was designed to give a nod to the beautiful place we call home and the recipes to be eventually served from our book.  The title was also intended to be a celebration of our League’s rich history of service, advocacy and community activism.

We spent just four months on assembling an eclectic group of just over 500 recipes, as well as a volunteer team of 90 Leaguers to “alpha” test and photograph each of them.  Just after the holidays, in January 2008, 500 recipes were quickly tested a second and a third time (that phase exclusively completed by our committee) and after a process of elimination, we selected the top 244 recipes found in our book today.  At the same time, our spectacular South Florida winter set the backdrop for the cover photo shoot.

The 18 of us meet weekly (sometimes nightly, over take-out food) to make the March 15 deadline for our manuscript to travel to our friends at FRP.  Amazingly after all of that, a caravan of mini-vans and perfectly hysterical women drove to the main FedEx office to watch “our baby” leave us.

We cried that day in March. We cried the day our first mock-up arrived in May. We cried about chapter openers and Pantone colors. It was a long (soggy) summer; but we kept the traditions of monthly brunch committee meetings and kept each other sane. We drove pre-sales and gathered together in the driveway in November when the palettes were delivered to a top-secret location. We got dressed up and produced a first class launch for our cookbook in true Fort Lauderdale fashion. The night of November 14, Paradise Served premiered to a packed house and rave reviews.

Now each of us can serve as an official tour guide for the popular local attraction called “how to make a cookbook.” We all look back with great admiration and amazement. Better yet, we can thumb through the pages of our totally unique offering to the culinary world; born of collaboration and a lot of love. Our tour is an honest narrative. Sometimes the road to paradise can be dark and scary; and bumpy because the path is uncharted.  For our committee though, we found our path to paradise, and I don’t think we would have had it any other way.

Thanks Lori and Rochelle for sharing your story and truly expressing how gratifying this work is. Remember these ladies have created an asset for their organization and community that can benefit both for many years to come.

Some Good News From The Gulf Coast

With all of the terrible news coming out of the Gulf Coast, I thought it appropriate to disseminate some good news.  The entire area is made up of folks who know how to pull together in the face of adversity.  This reminded me of the good folks with Energy Services of Pensacola.

Fiesta Seafood Cookbook, published by ESPlast year, uses the proceeds from the book to help those who can't afford to pay their gas bill.  How many public utilities have you heard of that would go to such effort to help their customers in tough financial situations?  Having faced hurricanes, tornadoes, and now an oil spill the good people along the Gulf Coast will persevere.  Here's what Dena Faessel and Carmella Campbell, creators of the book have to say.

"After many requests, Energy Services of Pensacola decided to publish a 15 year anniversary edition of Fiesta Seafood Grille recipes in an effort to advertise cooking with natural gas and assist in branding efforts for ESP.  The Fiesta Seafood Cookbook – A Taste of Pensacola was born!  The cookbook is the best collection of seafood recipes by local chefs that have been presented over the years at ESP’s Fiesta Seafood Grille cooking demonstrations at the Pensacola Seafood Festival. 

Through the sale of the cookbooks, ESP is striving to promote a community presence.  ESP is using the proceeds from cookbook sales to benefit the Escambia Utility Assistance Program (EUAP).  Project EUAP was created in 1988 to assist elderly, disabled or other customers on low or fixed incomes in paying utility bills.  In 2009, many local agencies that receive assistance funds experienced a decrease in support from the economic situation.  ESP wanted to offset those losses and support those organizations through cookbook sales - a fun and unusual fund raiser.

 This beautiful cookbook is packed with more than 200 recipes and is perfect for gift giving and creating memorable meals for family and friends. We offer everyone who likes to cook the opportunity to re-create the true taste of Pensacola in your own kitchen with the best recipes from Pensacola’s top chefs. The Fiesta Seafood Cookbook offers the best of the Fiesta Seafood Grille - great ingredients, great chefs and the great taste of Pensacola!"

The first recipe I tried is the grilled swordfish with horseradish mustard found on page 49.  Not only was it simple and quick but tasted AWESOME.  One thing I particularly like about this title is that the sauces recommended on one type of fish will be just as good with a similar textured fish if the one called for isn't available.  These recipes were all created by professional chefs and yet are easy enough for the home chef.  If you like grilled seafood, this title is a must have for your collection.

A Can-Do Attitude, Demonstrated in Spades

I began discussions with the Junior League of Sarasota about developing a cookbook to support their community efforts in 2001. For approximately 5 years, the mood of the League leadership was that cookbook sales were risky and too much work with not enough reward. Then along came Stacey Corley.

Stacey and her family had moved to Sarasota from Franklin, TN and Stacey had been a member of the Junior League of Nashville. While she had not been the chair for the development of Notably Nashville, she had worked on the committee and had witnessed first-hand that a well developed community cookbook was fun to develop and very profitable. While the League had been hesitant to move forward for years, the subject had never quite died down as there was a core of individuals who supported the concept.

With Stacey’s leadership, and the support of League President, Dee Dee Rice, the project was brought to the general membership for a vote. Once passed by the League members, Stacey and her team went to work. Stacey was fortunate to have a co-chair, Tanya Foster, who had been cookbook marketing chair for the Junior League of Ft Myers before transferring to the Sarasota League. Tanya, too, was a big believer in community cookbooks and these two ladies teamed up to garner great support.

They raised over $85,000 in sponsorships, some were in-kind donations for services such as photography, food styling, etc. Simply Sarasota came together beautifully, and gained interest from the local media at the cookbook's launch party. The title sold 10,000 copies in just six months and is now about to go into it’s third printing. Current marketing chair, Kathleen Peterson had this to say about Simply Sarasota.

“Currently in its second printing, Simply Sarasota has raised over $120,000. Support from The Junior League of Sarasota and our many corporate sponsors and partners have been the major reasons for the on-going success of our cookbook. But, after just cracking the cover, it’s easy to see why it’s so wonderful. Variety in the recipes, relatively few ingredients, and ease of preparation please both experienced and beginning cooks and bakers. Not to mention, the beautiful color photography of Sarasota is like a vacation to Florida in a cookbook.

The monies raised from the sale of Simply Sarasota are used to fund the Junior League’s projects. Our central focus this year was the Child Protection Center, a safe place for children who have been abused. Our League worked closely with the Center to build a fenced-in playground for the children and to paint the entry hall with a colorful mural. Hopefully, these additions to their facility will provide children who have already experienced so much with an ability to play in a protected environment.

Since Simply Sarasota is moving into its fourth year, the League is looking to alter its marketing strategies to reach a wider audience. This year, we would like to experiment with social media, widen our corporate and wholesale partner base, and offer more tastings in more locations.

Seth Godin’s new book, Linchpin, theorizes that leadership is a choice we all have. I can assure you that if Seth had interviewed Stacey Corley he would classify her as a linchpin. Her efforts, along with the League members have made a huge contribution to the community of Sarasota through their efforts in the development and sale of Simply Sarasota.

What have you done lately to “lead by doing” rather than simply talking about something that needs to be done?