day 2

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“Cooking Apps:  Here Today—What about Tomorrow?”

Cooking Apps took over the conversation about a year and a half ago, right after iPads were introduced. Everyone — saw the App as the successful merger of cookbooks and TV. Did that happen? The Tech Developers love them, but what about Cookbook Writers and Users? Here Today—What about Tomorrow? If not Apps, then what?  What are cooks looking for?  Recipes?  Random House is looking at buying Allrecipes. Cookstr. Yummly. Epicurious.  As everyone adds “features”, what’s the difference between an App and an enhanced e-book, an interactive web-site or vlog?  Are Apps, even the most sophisticated ones, becoming instantly obsolete as features change so rapidly: how will Siri type technology or Cloud access change things.  And combine all of this with what seems to becoming the new food trend: The Rise of the YouTube Chef.  Expect these amateur chefs (and pros, too) to multiply like rabbits in the year(s) ahead at least on the web.  As a content creator, how do you compete?  As a user, how do you choose and navigate?  

Chair: Geof Drummond, Television Producer, Writer, Director

Panelists: Dorie Greenspan, Cookbook Author; Andy Schloss, Cookulus / Chef Salt; Tanya Steel, Epicurious

 

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“The People behind the Pages: The Appeal of the Personality-Driven Cookbook”

Beyond instruction, some of our most beloved cookbooks provide companionship with a trusted culinary guide — someone we welcome into   our kitchens. By taking readers into the author’s world, that personal presence can teach, warn, amuse, inspire — and sell cookbooks. This session will explore the cookbook author as friend and even literary character, from the carefully crafted personae behind 19th-century “bestsellers” to the multi-media culinary personalities who dominate today’s cookbook marketplace.

Chair: Judith Weinraub

Panelists: Madhur Jaffrey, Author and Actress; Peter Kaminsky, Author, Diner, Angler, Cook; Jane Lear, Freelance Writer, Editor and Editorial Consultant; Jane Ziegelman

 

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Pt. 1

Video streaming by Ustream

Pt. 2

“Cookbooks and the American Immigrant Experience”

Books rooted in the cooking of particular immigrant communities date back to the late 19th century. From the start, they have shed a unique light on the process of arrival, adjustment, assimilation (or resistance to assimilation), and relationship with the mainstream American cookbook world. Today more than ever, first- or second- generation immigrants (or their descendants) have the difficult and little-appreciated task of simultaneously negotiating “birthright” and American identities. What must an author bring to the job? What sort of decisions about degree of tradition or novelty are involved? What are the biggest pitfalls and rewards?

Chair: Jane Ziegelman

Panelists: Jennifer Abadi, Recipe Developer, Preserver, Teacher; Susheela Raghavan, Author, Scholar, Food Scientist; Michele Scicolone, Author, Food Writer and Teacher; Grace Young, Author

 

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“Community Cookbooks: Historical, Literary, Digital”

The way community cookbooks are created and accessed or used changes from century to century, yet this cookbook form, from its inception during the Civil War to the present, continues to both reflect and shape the communities in which it exists.  Scholars (and others) exploring community cookbooks can discover within them the values, historical milieu, culinary and social customs affecting the cookbooks’ makers, as well as the diverse methods each cookbook’s contributors employ to reach out to a community (real, virtual, or imagined). Panelists’ topics will include: Discovering Community Cookbooks in the Library of Congress; Coast to Coast, Cover to Cover: Community Cookbooks as Historical Resources; and Creating Literary and Culinary Communities: The Cather Foundation Cookbook.

Chair: Anne Bower, Retired Assoc. Prof., English, Ohio State University and Author

Panelists: Alison Kelly, Reference Specialist, Library of Congress; Sandra Oliver, Food Historian and Author;  Ann Romines, Professor of English, Director of Graduate Studies, George Washington University and Author

 

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“Talking with Publishing Houses”

The publisher’s role is changing. Sitting at the top of a publishing house, there are many moving pieces, of which bringing a viable book to market is only one. And now, with all that’s happening in the world of digital/online, there’s even more that must be done to keep a publishing house on a path of growth and innovation that leads to success. Hear from a number of publishers living this day-to-day, who will share what they see as some of the biggest challenges and opportunities facing publishing houses as a whole, as well as some ways that we can capitalize on these developments going forward.

Chair:  Dan Rosenberg, HCP Cookbook Editor

Panelists: Libby Edelson, Cookbook Editor, Ecco; Chris Navratil, Running Press; Judy Pray, Senior Editor, Artisan Books

 

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“The Cookbook Editor’s Role”

No trade cookbook makes it into print without serious work on the part of an editor, usually one who specializes in culinary subjects.  What makes a project appealing to an editor? What other considerations enter into the decision to accept or reject a proposal? What skills does an editor needs in order to get a satisfactory manuscript out of an author and shepherd it into print? What are the greatest rewards and frustrations of the job? A panel of distinguished cookbook editors discusses these and other questions.

Chair: Gary Allen, Food Writer & Adjunct Professor

Panelists: Elisabeth Dyssegaard; Judith Jones, Senior Editor and Vice President, Alfred A. Knopf; Rux Martin, Senior Executive Editor, Houghton Mifflin Harcourt

 

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Pt. 1

Video streaming by Ustream
Pt. 2

“What is a Recipe?”

What is a recipe? Is it a memory, a story, a way of life? Is it a formula for self-improvement, a promise of good health, a lesson in culinary technique? Recipes often don’t live up to their expectation, but our hunger for them never seems wane. For this reason, recipes continue to be a source of commerce, profit, and endless fascination. This panel will explore recipes from the age of cuneiform tablets to our current (and pilfering) Internet era. We will especially look at the recipe as an information system that relies on shared assumptions between recipe writer and user–creating either disappointment or triumph.

Chair: Andy Coe

Panelists: Cathy Kaufman, Independent Scholar, NY;  Laura Schenone, Author and Journalist; Barbara Wheaton, Independent Scholar, Lexington, MA

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“Working with Bloggers”

As traditional media morphs online and digital content channels take on even greater importance, bloggers are becoming the new media outlets. Gatekeepers to a larger online community, tastemakers for what’s hot in food, and evangelists for trends, products, and more, food bloggers have firmly positioned themselves at the center of the cooking community. Many publishers have begun exploring what it means to work with bloggers, but how does this fit into a larger social media strategy, and how do publishers build real, meaningful relationships with bloggers who perhaps don’t always want to be pitched on the latest product? We’ll bring together a spirited panel of bloggers (and blog community organizers) who will share their insights on how they’ve worked with publishers and brands in the past, and what we can all do to improve relationships, provide value, and drive engagement both around our books and the bloggers we work with.

Chair: Casey Benedict,  Owner Kitchen Witch Llc food marketing &  pr, founder of Kitchen PLAY, co-founder of Eat Write Retreat

Panelists:  Pam Anderson, Food Columnist, Blogger, Author, Entrepreneur; Maggie Battista, Food Curator, Community Organizer, Blogger; Abby Dodge; David Leite, Food Writer, Cookbook Author, Website Publisher

 

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Pt. 1

Video streaming by Ustream

Pt. 2

Recipes for Living: Cookbooks as Propaganda”

Michael Pollan has famously stated that “Eating is a political act.” This panel looks at the ways in which cookbooks in the US and abroad reflect social and political ideologies. We’ll consider numerous forms of cookbooks as propaganda, including historical and contemporary recipe collections that advocate prescriptive diets as a means of living virtuously; wartime texts that extol preserving as a patriotic act; southern cookbooks that promote White Supremacist ideology; and the phenomenon of contemporary cookbooks that propagandize professions by turning celebrities into chefs.

Chair: Darra Goldstein, Cookbook Author and Editor in Chief, Gastronomica

Panelists: Megan Elias, City University of New York; John Finn, Wesleyan University, CT; Krishnendu Ray, New York University

 



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“Cookbooks from Mars, Cookbooks from Venus”

Historically, cookbooks have been written by men and women, for men or women. Just what form they took was typically determined by the gender of both the writer and the intended audience. Compare the kind of books written by Escoffier and Mrs. Beeton, or for that matter by chefs like Thomas Keller and contemporary lifestyle gurus like Martha Stewart. The sex of writer’s voice still matters.

Chair: Michael Krondl, Food Writer and Historian

Panelists: Charlotte Druckman, Author; Priscilla Ferguson, Department of Sociology, Columbia University; Barbara Haber, Research Librarian and Food Historian

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Reaching Consumers: How Author Tours, Events, and Online Outreach Sell Cookbooks

As consumers move online to research, discuss and buy cookbooks, there’s major opportunities for publishers and authors who want to reach audiences and build relationships. But how can these constituents go “direct to consumer” and how do offline events complement the 24/7 outreach that can happen online? In this panel, we’ll hear from cookbook authors, booksellers and content producers who will explore the benefits of in-person events at bookstores and other venues, how those opportunities can be leveraged into productive partnerships with brick-and-mortar venues, and how that engagement can be translated online both during and after those events. 

Chair: Celia Sack, Proprietor, Omnivore Books, San Francisco

Panelist:  Alison Fryer, Owner, The Cookbook Store;  Naomi McEneely; Jennifer Reese, Cookbook Author and Blogger, TipsyBaker.com; Julia M. Usher, Cookbook Author, Pastry Chef, Food Stylist

 

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“20th Century American Cookbooks: Cornucopia or Gluttony”

More cookbooks were produced during the 20th century than in all of the history of cooking. What are we to think about this glut of writing about food? What can we learn from the best and the worst of these books? This panel will look at the history of production of cookbooks in the 20th century and their various uses for the home cook, the food professional, and the academic.

Chair: Marvin Taylor

Panelists:  Jennifer Berg, Department, Food Studies, Nutrition, and Public Health, NYU;  T. Susan Chang, Cookbook Reviewer, Boston Globe/NPR and author, A Spoonful of PromisesBarbara Fairchild, James Beard Award Winner and former editor-in-chief of Bon Appetit; Celia Sack, Proprietor, Omnivore Books, San Francisco; Christopher Steighner, Senior Editor, Rizzoli Publications;

 

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“Are Cookbooks Scholarship? University Press Food Lists”

Several university presses have food lists, some of them focusing on food history, some on regional cuisine, including cookbooks.  Sometimes books in this field are a bit removed from the scholarly works that form the backbone of a university press list.  How do the presses, and their faculty approval boards, look at these lists?  What is different about publishing a cookbook or a food history book with a university press?  Our panel includes two editors at university presses with established food lists, and a series editor whose list is published at a university press.

Chair: Jennifer Crewe, Columbia University Press

Panelists: Elaine Maisner, University of North Carolina Press; Kate Marshall, University of California Press; Bruce Kraig, Heartland Foodways Series, University of Illinois Press

 

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“Recipe Monetization”

The buzz word for online content is monetization (along with chunking, atomizing, community, and more). As future sales of print books remain uncertain, publishers will increasingly have to find new ways to diversify their revenue models, and find ways to entice consumers to pay for content that’s free elsewhere. Not only will this session look at the various opportunities for publishers, from content licensing, chunking, to in-book advertising, but it will also explore ways that publishers can use the media assets they create to enhance revenue outside of the book. As part of this session, we’ll also explore ways in which curated content differs from free online content and how we can convey that value to consumers for the purpose of monetization.

Chair: Rochelle Grayson, Bookriff

Panelists: Art Chang, CEO of Cookstr; Dave Feller, Founder & CEO, Yummly; Phil Michaelson, CEO of KeepRecipes.com, Social Cloud Cookbook; Kamran Mohsenin, Tastebook.com

 

 

 

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