Bookselling in the 21st Century (Part Two): Cookbooks - by Laurie Steed [30.11.2009]

In the weeks leading up to Christmas, books are delivered in increasingly large numbers. Last week saw the arrival of multiple boxes of the Masterchef cookbook.

Until this point, Masterchef had been notoriously quiet on the book front. Various contestants had appeared on television "news" shows such as The 7pm Project (is it just me, or is that show getting closer and closer to an infommercial everyday?) and on the cover of Woman's Weekly, but the show itself had yet to stamp its mark on the print world.

GO WITH WHAT YOU KNOW

The arrival of Masterchef Australia: The Cookbook Volume One suggests such diversification was merely waiting for the right time, which in this case, is just before Christmas shopping sprees. Given it's TV ratings, Masterchef's book, is in a commercial sense, a particularly smart venture.

TV-based books usually have both a limited audience and timeframe. Masterchef's finale drew 5 million viewers nationwide; convert as little as 10% of those viewers into bookbuyers, and you've got yourself a successful title.

Not all cookbooks are as bombastic in sales or profile. Cookbooks often aim for the notion of other; they frequently seek status in the use of hardback binding, tactile covers and spines that allow for the book to stay open on a flat surface.

Celebrities are still frequently used as a point of differentiation, however. Recent releases include cookbooks from former Frontline star and Working Dog producer Jane Kennedy, Masterchef judge George Calombaris, and the ever-present Jamie Oliver.

COOKING UP AN INDIE STORM?

SPUNC member Aduki Independent Press has carved a niche for itself by selling locally produced vegan cookbooks, both in bookstores and in similarly aligned outlets, such as Smith Street's Vegan Wares, which specialises in vegan shoes, wallets and other accesories.

Books released include A Soup for All Seasons, Vegan Indulgence, and Tempting Tempeh, and, having attended 2008's incredible vegan bake-off, I can safely say that there is much potential for vegan food's increased adoption.

Wakefield Press also has a strong reputation for selling vegan and other niche cookbooks, such as Foods that don't bite back and Fire and Spice, the first ever Parsi cookbook to be released outside of India.

Both publishers excel primarily by focusing in on niches not catered by the larger publishers, and in doing so, find a target market untouched by the larger, more generic cookbooks.

In a more traditional vein, UWA Publishing also publishes high quality cookbooks, such as Theo and Co. and Kate Lamont's Wine and Food, capitalising on the status of Western Australian chef's (or in Theo Kalogeracos' case, established pizza makers) and their established clientele.

EMOTIONAL JOURNEYS: SELLING THE COOKBOOK

Aesthetic points of differentiation (spine, covering etc) are important considerations to some, but more important is the accessibility of the book itself. Most publishers believe that cookbooks need to be in full-colour, and with the exception of the bestselling Four Ingredients, pictures are usually a major selling-point, despite the fact that what you end up cooking usually looks nothing like said picture.

Claims of simplicity and cost-effectiveness also go a long way towards securing potential buyers, although this can also depend on the bookstore's location. In certain suburbs, Stephenie Alexander's Kitchen Garden Companion at either it's full price of $130, or the $100 tag provided by certain loss-leading chains, sells because it's aquisition is a sign of status, of wealth and abundance.

As in any retail operation, bookselling is as much about the buyer's emotional journey as it is about the product's inherent benefits. Independent publishers such as those mentioned above sell respectable numbers by honouring the diversity of different cultures and interest groups. Such a strategy is worth further exploring, as it appeals to an equally important Christmas emotion; the desire to buy something both relevant and original for one's friends or family.

Note: In Bookselling Part One's post on children's books last week, I was so worked up over the Twilight series that I forgot to mention SPUNC members Celapene Press, Wombat Books and Wilkins Farago. Each of these publishers is producing high quality children's titles and are well worth a look. Head on to their websites if you want to know more.

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