The wise are forever issuing dire warnings about slippery slopes. Here is one that has become a very steep slide indeed: Traditional publishers are taking fewer risks on unknown authors and are producing fewer cookbooks. This means that there is less need to maintain high-priced publishing offices in high-rent districts. Costs are cut as publishers’ profits decline. The agonized staff is laid off or offered freelance or part-time employment without traditional benefits.
When the demand for physical, hard- or soft-cover books is reduced, there are fewer orders placed with printers. Fewer printed books result in empty warehouses, and this, in turn, means that there is a less inventory to insure. Fewer trucks are needed to carry books to and from bookstores. We are all painfully aware of the demise of small, independent, neighborhood bookstores, and even of the disappearance of large bookstore chains. Even so, don’t abandon hope.
Food for Thought
The following fact was provided by R. R. Bowker at The Roger Smith Cookbook Conference in New York City in 2012: Cookbooks account for four percent of all book purchases.
The speaker went on to ask the following questions:
? Who buys cookbooks, professionals or home cooks? Answer: both.
? Where do they buy cookbooks, from bookstores or online? Answer: both.
? How does a prospective buyer hear about a cookbook at a time when there are fewer newspaper and magazine reviews and virtually no extensive author or media tours? Answer: Radio interviews and bloggers spread the word. Amazon is the key to sales.
? Why does a buyer purchase a specific book? Answer: Most books are bought as gifts. There is a spike in cookbook sales during the Christmas season. (Diet books, however, are not given as gifts, but are purchased by the intended user.)
? What is the average price paid for a cookbook: Who buys a fifty-dollar cookbook? Answer: some people—a few.
Purchasing decisions are based on
? how many children there are in the recipient’s household;
? whether the buyer or recipient is married or single;
? whether he or she is high-school or college-educated;
? and whether or not the buyer has some income to spare.
Profile of a Cookbook Buyer
Women buy sixty-nine percent of all cookbooks. The largest purchasing group is between the ages of thirty and forty-four, though there has been growth in the eighteen- to twenty-nine-year-old group. This change is attributed to cable-TV cooking programs.
Conclusions: Fewer cookbooks are published every year. Thousands upon thousands of recipes are available online, for free, so a prospective author must ask: who truly needs, or wants, or will buy my book? This is a harsh reality, but it is vitally important to nail this information down.
It is therefore essential to have a clear profile of the prospective buyers of your book. Ask yourself, “To whom am I speaking?” Answer—honestly. Careful research is the foundation on which to build future success.