Media Examples

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

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

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

TV Media Tips Part II

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

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

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

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

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

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

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

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

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

Just roll with the flow and have fun with it.

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

Media Tips

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

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

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

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

Tips for a Fun & Successful Cooking Demo

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

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

1. How long is the segment?



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



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



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



5. Is the show live or taped?



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



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



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



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



10. Write down the ingredient breakdown



11. Make your prep list



12. Write down techniques/tips/ your message



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



14. Practice, practice, practice



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



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

The day of the show:

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


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


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


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


• Have fun!

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

Be yourself and have fun!

Sheila Thomas
Favorite Recipes Press

You don't want to miss this!

The epitome of a classic community cookbook was produced by a small arts council in Oxford, MS. As I read Square Table my immediate action was to call a friend who lives in Oxford and tell her that Robin and I wanted to come and visit—that is how strong the appeal of this book is. And that should be the goal of every organization that is creating a community cookbook—the book should either rekindle memories of a community visited or make you want to go and visit.

I love the blog from Beth who works for the Arts council and hope you will enjoy it as well. Recipes from this book and other great community cookbooks are included in a new compilation cookbook, More Recipes Worth Sharing that will be launched on QVC this weekend —tune in and I think you will be motivated to order a copy: QVC to launch More Recipes Worth Sharing

A New Hamwich

When FRP decided to develop a cookbook promoting "community" cookbooks through the development of a compilation book (recipes submitted from "community" cookbooks throughout the US), we received a great response. The recipes poured in and the decision regarding which recipes to include became a tough one.

One recipe that did make it into the Recipes Worth Sharing came from the Junior League of Tampa's Gasparilla Cookbook. The Hamwich, a very simple open-faced ham sandwich, was THE recipe that QVC's David Venable of In the Kitchen with David fell in love with. His promotion of this recipe has helped sell over 40,000 copies of Recipes Worth Sharing.

In the process we know that the buyers of this title were exposed to over 100 community cookbooks as the readers no doubt perused their new books for other gems. For a history of the Hamwich check out this story from the Junior League of Tampa, plus get the new and improved Hamwich recipe featured in their newest title, Capture the Coast.