1. The Future of the CookbookTools of Change Tuesday, February 14, 2012#TOCfuturecook

2. Todays Panelists Adam Salomone - Associate Publisher, TheHarvard Common Press @hcpdishes Jesse McDougall Co-Founder, CatalystWebworks @jsmcdougall Ronny Golan Founder, BookPulse @bookpulse 3. Why the future of the cookbook? Tremendous growth in consumer interest regarding anunderstanding of food, cooking technique and foodways, etc. Concurrent growth in the breadth and depth of contentavailable online Food blogs, websites and technology plays Publishers need to rethink the ways in which theydeliver content Current e-distribution methods are either too expensive (apps) orill-suited for use in the kitchen (ebooks) The proliferation of digital options means consumers are willing topay less and less for content (i.e. free recipe websites) Publishers cannot keep up with content generation in the digitalworld 4. Three Avenues of Exploration Content What are the ways in which publishers can rethinkcontent generation to make publishing cycles fasterand more responsive to trends? Monetization How are cookbooks suited to new monetizationopportunities both inside and outside of the book? Social engagement Consumers are more interested in talking about foodand cooking online Connection to brands, personalities and authors 5. Content Generation Curated content generation vs user content generation Hybrid model Food52 AllRecipes.com, Meredith acquisition Trend cycles, how can publishers take advantage of newtrends? Food bloggers UGC How can publishers blend the print and the online world? Enhanced content? Cross-media usages Repurposed content initiatives How is the authors role changing with content creation? 6. Monetization Monetization inside the book Ad-based revenue models Co-branded cookbooks (i.e. the new custom pub) Affiliate supported stores inside the book Can the book become the equivalent of a cooking store between two covers? Monetization outside of the book Individual recipes Recipe bundles In-print vs electronic Web/Subscription-based opportunities Curating cooking verticals, seeded with recipe content. What aspects of a recipe do you think consumers are most willing to payup for? Content, voice, narrative Functionality Do you think theres a meaningful difference between curated content andnon-curated when charging for individual recipes? Do free online recipes complicate the process of recipe monetization? 7. Social Engagement Examples of social engagement Book-centric opportunities Commenting, annotation, in-book cooking demos Food platforms outside of the book Specific platforms for engagement Community-building, acquisitions, content shareability. Author involvement in outreach Personalities and brands Connection How food bloggers fit into that social community Gatekeepers 8. Case Study: The Online Food Publisher What is the cookbook publisher of the future? How about this: Online publishing house Uses backlist of recipes to seed content across 5- 6verticals, oriented around one major food site Health, barbecue, cocktails, baking, etc Author acts as editorial director / community manager Curates content from other sites in their vertical, works with bloggers to bring in new content Other authors in publishers backlist participate on the site as well Each site is equipped for sharability of content, monetization via advertising, community store, and co-branded opportunities. Sells cookbooks from the publisher, but also other products as well 9. Questions? 10. Thank you!