INSTG057: Sales, Marketing & Promotion
Publishing Proposal and Marketing Plan
Student ID: 15076642 Dr Daniel Bosworth Heather O’Connell Word Count: 2,987
curate your cookbook pick-n-mix your favourite flavour-packed recipes from world-class chefs into one utlimate cookbook
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Table of Contents The beginning p. 4 The book p. 5 The reader p. 6 The author p. 7 The package p. 8 The market p. 16 The food & drink market Related titles Emerging markets Competition The distribution p. 21 Sales channels Pricing Sales forecast p. 22 The marketing plan p. 25 Publicity Digital marketing Events The end p. 27 Bibliography p. 28
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The beginning Title Curate Your Cookbook Author You Genre Diets & Healthy Eating (T16.1) Publication Date Mid-August 2016 Format & Price
Basic Edition RRP: 20£, Special Edition RRP 25£
Website also available in HTML5 format Print Run Print-on-demand ISBN
978-0-00-726457-7
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The book What? Blurb
Curate Your Cookbook is an innovative pick-n-mix cookbook, where you can tailor your favourite flavour-packed recipes from world-class chefs into one flawless book. Forget the days of unused recipes collecting dust on your kitchen shelves. Design your own personalised cookbook and take yourself, family and friends on an intimate food journey.
The concept
The publishing concept is about connecting directly with readers and offering them the food they love. By selecting your favourite recipes on our website, you can create the ideal personalised gift. All recipes have been hand-selected by our editors from the bestselling cookbooks of 2015. They are full of flavour, texture and goodness and reflect a deep respect for food. Curate Your Cookbook will excite customers about cooking and ensure that every meal is as delicious, nourishing and special as the next. Recent studies reveal that food-lovers only use around 30% of the recipes in their cookbooks. Whether putting together family staples for a parent, collecting special recipes for a picky eater, gathering the best Christmas meals for a partner or accumulating new vegetarian meals for yourself, you can ensure that no recipe will go uncooked. With Curate Your Cookbook, you can create a personalised and interactive food story.
The proposition
• Select 50 favourites from over 500 recipes by top chefs (including Ligella Nawson, Amelia Smith, Oliver James, Nigel Flaker, Nick Stein, Otto Longi, Millie Freer, Deliciously Stella, Anna Stones & Joe Tricks). • Select a cover image from your personal archives. • Choose your subtitle. (In order to heighten discoverability and enhance branding, the main title Curate Your Cookbook will remain the same). • Personalise the name of the author. • Add supplementary personalisations for 2£ each: Write an Editor’s Note or create your own recipe titles. • Order & pay online with just a few clicks. • Our print-on-demand technology permits efficient printing with no upfront costs, quick turnovers, direct payment, no warehouse charges or needless returns. • Expect a FREE home delivery within 5 working days. • After curating your cookbook, you can upload video memories sharing your personal cooking experiences, write reviews, link your social media to our website and connect with other users to continue your interactive cooking experience!
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The reader Who? Curate Your Cookbook is not intended as a mass-market title. However, it is expected to have a broad appeal by virtue of the popular, wide-ranging recipes for every type of eater and the vast reach of our cookbook authors. For the first time in two generations, healthy home-cooking is firmly back in fashion, particularly with the recent tax raise on sugary drinks, the storm of health food bloggers and successful debut health cookbooks. Curate Your Cookbook primarily targets young professionals who are equipped and eager to devote time in the kitchen. The healthy and vegetarian recipes, from Millie Freer, Deliciously Stella & Joe Tricks will particularly appeal to our primary reader. According to the Consumer Barometer, 92% of this demographic in the UK access the internet daily and are extremely digitally aware. Our digital marketing campaign is tailored towards this. Our secondary audience are the existing fans of Ligella Nawson, Oliver James and Otto Longi. As this demographic is not as technologically advanced as our primary audience (with 74% accessing the internet daily), our digital marketing strategies will also be adjusted in order to connect with them.
Audience 1
• Young professionals (25-35) • Food enthusiasts, especially healthy home-cooked meals • Not particularly cost sensitive, some disposable income to buy a wide range of foods • Creative (attracted to the word ‘curate’, which infers an organised, artistic and personalised collection of recipes) • Digitally-focused
Audience 2
• Women (35-55) • Food enthusiasts, especially home-cooked meals • Not cost sensitive • Awareness of the high production value and creative design of our product • Not particularly digitally-focused, but able to use our website with ease.
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The author The customer is king and primary author of Curate Your Cookbook. This is the business to consumer model (B 2 C) at its height, enhanced by the freedom of personalisation. The customer/author has control over the recipes, design and even the price depending on their selection of additional features.The secondary authors are the chefs of the cookbooks that we feature on our website. Whilst some are successful debut authors with a focus on vegetarian and health foods, others emphasise trending international cuisines from India, the Caribbean and the Baltic. The remaining recipes are from celebrity chefs with a huge existing customer base and media following across various international and national channels. These celebrity cookbook authors act as a vital foundation for our marketing campaign, discoverability and promotability. Here are some author profiles with TCM volume sales and Amazon Food & Drink charts:
Ligella Nawson
world renowned for her famous cookery TV shows, net worth of £10m, 1.2m Twitter followers, 1.7m Facebook followers, 571,000 Instagram followers. Recent HB book (October 2015).
Oliver James world
famous chef with 50 restaurants, 26 cookbooks sold 37m copies, net worth £240m, 5.8m Twitter.
Deliciously Stella
debut author focussing on healthy vegan food and lifestyle Blog: 17m hits, App: 70,000 downloads, Instagram: 250,000, Facebook: 64,000, Twitter: 25,000, YouTube: 420,000 views. Debut cookbook achieved the highest first week sale for a debut cookbook since records began in 1998! Total value £2.7m.
Joe Tricks
debut sensation creating short cooking videos of 15-minute healthy meals, his latest cookbook is at #1 of the general TCM charts, selling 111,661 volumes since February alone. Total value £3.1m.
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The package Paper weight
130gsm
Paper material
Uncoated, off-white
Product dimensions Cover material Features Extent
19.8 x 3 x 25.3com
Matt lam
Ribbon, Debosssed cover image
100 pages
Basic hardback edition
RRP 20£ (first 100 orders 15£, each personalisation 2£ supple mentary cost)
Special edition
RRP 25£ (slip case, ribbon, debossed cover image)
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Design concept
On average, customers only look at a book cover for 20 seconds! The primary design message of Curate Your Cookbook is clean, simple, modern and adjustable. Whilst our colour scheme is black and white, bursts of lemon yellow will attract the readers’ attention. This colour has become increasingly popular in the fashion, design and furniture industry.
Figures 1-3: Yellow colour trends, The UK Fashion Spot Being a special, personalised and design-oriented gift product, the high production value of Curate Your Cookbook is one of our key driving forces. The material is sourced from responsibly managed forests according to FSC (Forest Stewardship Council) requirements. Their logo will be on the back cover. Like our readers, we have a high regard for environmentally friendly and sustainable products.
Cover
The front cover of the Basic HB Edition features the title of the book in modern black sans serif typesetting, with a yellow subtitle below. It is adorned with a rectangular space for the debossed cover image. The aesthetics of the book will also be informed by the personal cover image selected by the customer. In addition, the robust matt lam cover does not absorb oil or stains and allows consumers to wipe the cover whilst cooking. The back cover depicts praise from top chefs, newspapers and food journals. Yellow endpapers and a yellow ribbon echo the colour scheme of the cover. The colour of the endpaper and ribbon of our Special Edition, which we aim to introduce in our second year once we have an established following, will vary according to season (red for winter; yellow for summer; green for spring; and orange for autumn). This bespoke edition also features a slip case and also acts as a Proof Edition for food bloggers, Instagrammers and food journalists.
Interior cover & layout
Off-white uncoated paper creates a rich, grainy and recycled effect to the images. Jamie Oliver introduced this paper in his successful Everyday Superfood, galvanising the trend in the cookbook industry. We have lowered the weight slightly from the cookbook standard and augmented the thickness in order to save on production costs, without it being obvious to consumers. In addition, a high opacity ensures that the 50 colour-saturated images (in CMYK mode) do not show through the individual pages. The symmetrical layout of the recipes is based on a simple one-column grid. 9
Praise for CURATE YOUR COOKBOOK ‘A simple brilliant book model modern, clever, beautiful, this is the future of cookbooks!’ JAMIE OLIVER ‘Packed with flavour-packed original recipes from the world’s best chefs’ INDEPENDENT BOOK OF THE YEAR ‘Pretty as a picture and innovate as nothing before’ THE GUARDIAN ‘You will use every single recipe in this custom-made cookbook’ GOODFOODS ‘Cookbook sensation of the future, amalgamate all your family favourites into one flawless book’ THE OBSERVER ‘The future of cooking’ THE BOOKSELLER ‘Add your own recipes, photographs and notes for the perfect gift’ EMERALD STEET
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curate your cookbook
TOM JONES
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TOM JONES
curate your cookbook
pick n mix your favourite recipes into your own personalised cookbook
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Tom's favourite lentils with roast tomatoes and horseradish I love this simple soup, which is somewhere between a dhal and a soup – it reminds me of the curry that is served in southern India with dosas. This soup is cleansing and clean, thanks to being spiked with turmeric and a lot of lemon. It’s what I crave if I’ve over-indulged or been around food too long (an occupational hazard – a very nice one).
Serves 4 - 6 Ingredients a splash of olive or rapeseed oil 1 leek, washed, trimmed and finely sliced 1 teaspoon ground turmeric 2 teaspoons ground cumin 2 teaspoons black mustard seeds juice of 2–3 lemons 250g split red lentils
Turmeric is a favourite spice of mine. If I am feeling off-colour I stir a teaspoon into hot water and sip it as a reviving tonic. I love the vibrant, deep saffron-gold colour, the clean, sharp, savoury acid note and the hardto-put-your-finger-on flavour. It’s a real star on the health front, as it is an anti-inflammatory and has anticarcinogenic properties. What a spice. Get a large pan on the heat. Add a little oil and turn the heat to medium. Add the leek and fry for a few minutes, until it has s oftened and smells sweet,of minutes.
Fourty-minute Feasts 13
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Cover Trends
The following cover trends have inspired the design of Curate Your Cookbook. Readers should automatically associate our cover with these successful titles, making them more likely to impulse-buy our product.
Use of large off-white areas blended with one distinctive colour, creating a vision of freshness and health. (Figure 4: Amelia Frier, Eat, Nourish, Glow).
Generous use of white space, framed photographs, sans serif typeface as well as a minimalist and modern design. (Figure 5: Anna Jones, A Modern Way to Cook).
Use of white background with bursts of pastel green and purple echoed in the interior of the book. These colours are synonymous with youth, new life and energy.
(Figure 6: Deliciously Ella Everyday).
Website design
The design of our website will emulate our cover design, with a stress on user-friendliness and stylish simplicity. Users can find recipes easily by using the search engine or searching by author, cookbook, meal time or recipe name. A table of contents at the beginning and an alphabetised glossary at the back will automatically be generated. The website is also available in HTML5 format for smartphones to enhance the user-experience when watching our cooking videos. According to the Consumer Barometer, 65% of consumers prefer watching short videos on their smartphones.
Packaging strategy
Each copy will be gift-wrapped in brown recyclable paper, with a round sticker of our logo in yellow, subject to seasonal colour change. Each package will include a card with our logo and the tagline: ‘Your recipes, your taste, your cookbook’. 15
The Market Now more than ever, there is a demand for tailored and personalised books. The food industry has seen an increasing interest in the culture of simple and healthy home-cooking and the rise of debut cookbook authors. The publishing industry has experienced an upsurge in self-publishing, enhanced and interactive books and print-on-demand technology. These issues have focal points at London and Frankfurt book fairs in 2015 as well as the Futurebook Conference. The Guardian claims that ‘all content will be personalised’ in the future and that ‘no one has really nailed personalisation yet.’ This is where we see our gap in the marketplace! Curate Your Cookbook caters to the real shift in the way readers are currently looking at food. Recent consumer insight exposes that our primary younger audience increasingly tend to cook at home and buy seasonal foods and fresh produce. We have found that rather than getting excited about fancy cakes or showy dinners, customers prefer easy and quick weeknight meals, which they can cook again and again as the ‘bread and butter’ of their eating week.
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Analysis of the Food & Drink Market 2015 The figures below expose the value growth of the Food & Drink market and its subcategories last year (7.6%) and the trending popularity of simple and healthy everyday cookbooks.
Figure 7: Food & Drink Value Growth, HarperCollins Presentation on the book market 2015
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Related ‘make your own cookbook’ titles Examining similar existing publishing models is a useful tool for planning our marketing strategy. They tend to be mass-market, with little focus on design, high production values or carefully selected recipes. This Is Your Cookbook is the most expansive and well-constructed product in the market. It allows users to choose from 20 pre-set images and select recipes. (RRP 25£, special promotion 15£).
Figure 8: This Is Your Cookbook cover examples Gourmandize uses a commercial, low production value model with a rather amateur website that is primarily used as a recipe-sharing platform. Customers can choose from 20,000 recipes. However, the choice seems overwhelming to the user and delivery costs are relatively high. (RRP 10.75£-24.80£. Delivery 4.96£).
Figure 9 & 10: Gourmandize Cover and Homepage
Blurb is a well-designed tool for self-publishers to professionally produce, sell, print (1-1000 copies) and distribute illustrated books of all kinds.
Figure 11: Blurb Homepage
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International Emerging Markets Nielsen Bookscan reveals that China, India, Brazil and South America are emerging non-fiction markets. If our sales forecasts exceed expectation, we will consider translating our content in the future. As we currently only distribute in the UK, we would also deliberate international expansion and the creation of an e-book and app format of our title.
Figure 12: Markets by Genre, HarperCollins Presentation on the book market 2015
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Competition, positioning and future planning • Strengths Creation of Curate Your Cookbook in the early stages of the development of this market; high production value and beautiful modern design; free and fast delivery time; hand-picked recipes that do not overwhelm the customer. ‘Paradox of Choice’ studies show that too many choices make customers feels anxious and prevent purchases; user-friendly website; popularity of our recipes from highly selling cookbooks. • Weaknesses Our product is not necessarily cheaper than competitive titles. • Opportunities Prospect of exploring e-book and app formats of our cookbook. • Threats Rivalry ‘make your own cookbook’ websites; advanced entrants offering e-book and app formats; popularity of traditional cookbooks. • Product development strategy As we are tapping into a new product within an existing but underdeveloped market, our product development strategy will be vital for the success of our publishing model. • Competitive advantage Differentiation through the strengths mentioned above give us a unique selling point that will attract the buyer power towards our product.
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The distribution How? Sales channels As customers curate their own cookbook online, traditional sales channels need to be adjusted. However, we aim to sell our titles in the following three key areas: 1. Our website 2. Food blogs, magazines and websites 3. Waterstones Our most important influencers are prominent food bloggers, Instagrammers and culinary journalists. We aim to send out proofs to food writers and pay them a small fee to promote Curate Your Cookbook. In exchange, we will send them a promotional code (10% discount) for our cookbook. This discount will come out of our marketing budget. Our most vital gatekeepers are the booksellers Waterstones. IPad stations linked to our website will allow customers to create and order Curate Your Cookbooks in Waterstones bookshops. In return, Waterstones receive 20% of the revenue of copies sold. Customers can opt for a free delivery into the store or home delivery for a supplementary fee.
Pricing strategy 20£ RRP, first 100 orders 15£ RRP 22£ RRP (average of 1 additional personalisation per unit) All our chefs are represented by the same publisher, who licence their recipes to us. For each recipe that is used for Curate Your Cookbook, the publisher will receive a small royalty rate.
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Sales forecast When? Total unit sales: 7,000 Website sales: 6,210 (90% of total sales) Waterstones: 790 (10% of total sales) Average unit price: 22£ Net Sales revenue: 145,710£ We have compared our 12-month sales forecast to volume sales of the bestselling cookbooks of 2015 to ascertain seasonal fluctuations as well as the impact of events. These will also inform the scheduling of our digital marketing campaign.
Figure 13: First year monthly sales foreceast in units Month
Sales Forecast Units
Month on Month Growth (%) Discounted Sales (first 100 units)
August
700
September
650
October
Waterstones 100
Own Website Sales
Sales Revenue inc Discount
Sales Revenue (£)
60
540
£14,040
£15,400
-7%
65
585
£13,585
£14,300
500
-23%
50
450
£10,450
£11,000
November
550
10%
55
495
£11,495
£12,100
December
750
36%
75
675
£15,675
£16,500
January
700
-7%
70
630
£14,630
£15,400
February
550
-21%
55
495
£11,495
£12,100
March
525
-5%
52.5
472.5
£10,973
£11,550
April
500
-5%
50
450
£10,450
£11,000
May
450
-10%
45
405
£9,405
£9,900
June
525
17%
52.5
472.5
£10,973
£11,550
July
600
14%
60
540
£12,540
£13,200
FY Sales
7000
790
6210
£145,710
£154,000
Figure 14: First year monthly sales forecast in numbers
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Figure 15: Bestselling cookbooks of 2015 by Nielse Bookscan week & volume sales, Harper Collins Presentation on book market 2015
• August Publication date; bestselling month and popular publication month for cookbooks; late summer holiday season when customers want to slim down after feeling uncomfortable on the beach (nb. sales revenue will seem a little lower than expected as it includes the first 100 discounted titles). • September Most frequent birthday month and the height of gifting season. • December Rise in sales in the run-up to Christmas; Nielsen Bookscan week 52 is the highest selling week for cookbooks! • January Popular month for healthy-eating cookbooks after an indulgent Christmas season; sales of Deliciously Ella and Davina’s Five Weeks to Sugar Free spiked the highest in the end of January 2015. • July Increase in sales as customers feel they need to get in shape in the summer season.
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Our year-on-year sales forecast shows continual growth until the end of Year 4. We aim to establish our following, discoverability and branding in Year 1, maintain and increase our customer base and visibility significantly in Year 2, 3 and 4. We predict that Year 5 may see a slight decrease due to the establishment of strong competitors in the market. If our sales are larger than expected, we aim to augment our unit price from ÂŁ20 to ÂŁ22 to drive revenue.
Figure 16: Year-on-year unit growth bar chart
Sales Units
YoY Growth (%)
Year 1 Year 2 Year 3 Year 4 Year 5
7,000 7,350 7,424 7,442 7,368
Figure 17: Year-on-year unit growth forecast in numbers
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5.00% 1.00% 0.25% -1.00%
The marketing plan Based on a budget of 5% of our projected first year turnover, our marketing budget is 7,286£. 10% of this budget will be allocated to each section of our marketing plan: publicity, digital marketing and events (729£). The remaining 5,101£ of our marketing budget will be spent on website development and branding. Our marketing message is humanistic and creative, placing the high-end design of our product at its centre. The tone of voice of our marketing campaign is vital to us and we will adjust it to effectively communicate with our two audiences. We aim to make our users feel like powerful creators and curators instead of customers.
Publicity
We intend to amplify our marketing plan through interactive, wide-reaching and creative publicity. We will launch our programme eight to nine months in advance to generate ‘word of mouth buzz’, propel visibility and raise the profile of our website prior to publication. The majority of these tactics are geared towards our second audience. Key tactics: • Send Special Proof Editions to key food writing influences to garner reviews, early advance quotes and promotion on their food blogs and websites. • Send proofs to journalists - The Bookseller, Publishers Weekly, Publishing Perspectives, The Guardian, The Sunday Times, The Independent. • Proofs to food Magazines – Delicious, Goodfoods, Olive, Jamie, Ella A Table. • Proofs to winners of the Saveur Best Food Blog Award such as I am Food, Love and Lemons and The Vanilla Bean Blog and food websites such as Ruby Violet, Hella Bitters and Field and Flower. • Pitch for Radio 4 Open Book Slot. • Pitch for BBC Breakfast feature. • Enter into prize longlists for the reputable Gourmand World Cookbook Awards 2015 and The IACP Cookbook Awards.
Digital marketing
Our social media campaign reinforces our key value that customers take centre stage in Curate Your Cookbook. The designs and colour schemes will also be used as material for point of sales and social media. In order to enhance discoverability, our campaign will endorse the most popular cookbook buzzwords of 2015 below. One month prior to publication and in the run-up to Christmas, we will increase our social media activity, presenting Curate Your Cookbook as the perfect gift. We will launch healthy eating campaigns in January, June and July and encourage gift purchases on Valentines’ Day and Mothers’ Day.
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Figure 18: Health, Dieting & Wholefood Words, HarperCollins Presentation on the book market 2015
Key tactics: • Mailing list - 10,000 customers four months prior to publication to promote the first 100 orders (sold at 15£). • Search Engine Optimisation (SEO) - Specific key search phrases ‘ customize’, ‘curate’, ‘personalise’, ‘your own’ and effective metadata to appear high up on Google search. • Hashtags - #CurateYourCookbook and buzzwords such as ‘food journey’, ‘delicious’ ‘healthy’, ‘home-made’, ‘food experience’, ‘personal’ and ‘food story’. • Material - Promotional step-by-step video guides explaining how to use our website, videos of users cooking our recipes, reviews, advance quotes from food journalist and famous cooks. • Instagram – Exposing customers to our product and design, post photographs of our dishes, maintain our following by urging users to post photographs of their meals, the winner will receive a discount promo code (also on Facebook and Twitter). • Twitter – Reminding customers of promotions, publication dates, events, additional features and reviews. • Facebook – Platform for readers to find out more about our title, ask questions and actively engage with our product. • Pinterest – Showcasing our creative design and modern branding of the Basic and Special Edition. • Maintain and measure success as well as ascertain the most effective time to post content by using Google analytics, Google Adwords, social listening tools.
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Events • Futurebook Conference (4 December). • London and Frankfurt book fairs (8-10 April, 19-23 October). • Workshop launch of IPad stations at Waterstones in Gower Street, London. • Great British Food Festival, BBC Good Food Show and Springfest in April – with a stand offering food tasters from our recipes as well as interactive IPads to introduce customers to our website. We will invite new debut cookbook authors to have their photographs taken with customers. Photographs can be uploaded as cover images for our cookbooks – This is our innovative version of an author signature!
The end Personalisation, print-on-demand and a focus on the reader are the future of publishing! Create Your Cookbook taps into all these current trends, offering an innovative, efficient and interactive solution shaping the future of cookbook publishing.
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Bibliography Websites
BBC News (2016) ‘The personalised data-driven future is here’ [Online]. Available at http://www.bbc.co.uk/news/business-30537476 (Accessed 20/03/2016). Blurb (2016) [Online]. Available at http://www.blurb.co.uk/cookbooks (Accessed 20/03/2016). Create My Cookbook (2016) [Online]. Available at http://createmycookbook.com/home (Accessed 20/03/2016). The Guardian (2016) ‘Five Predictions for the Future of Publishing’ [Online]. Available at http://www.theguardian.com/media-network/2015/oct/12/five-predictions-future-publishing-apple-news-facebook (Accessed 20/03/2016). The Guardian, (2016) ‘Why too much choice is stressing us out’ [Online]. Available at http://www.theguardian.com/lifeandstyle/2015/oct/21/choice-stressing-us-out-dating-partners-monopolies (Accessed 20/03/2016). The UK Fashion Spot (2016) ‘The Sunny Side of Spring 2015’ [Online]. Available at http://www.theukfashionspot.co.uk/style-trends/462347-spring-2015-trend-yellow/ (Accessed 20/03/2016). This Is Your Cookbook (2016) [Online]. Available at http://www.thisisyourcookbook. com/(Accessed 20/03/2016).
Databases
Amazon UK (2016) [Online]. Available at http://www.amazon.co.uk/(Accessed 20/03/2016). Consumer Barometer (2016) [Online]. Available at https://www.consumerbarometer. com/en/trending/?countryCode=UK&category=TRN-AGE-45-54 (Accessed 20/03/2016). Google Stat Counter (2016) [Online]. Available at http://gs.statcounter.com/ (Accessed 20/03/2016) Google Trends (2016) [Online]. Available at https://www.google.com/trends/ (Accessed 20/03/2016). Harper Collins Presentation about the book market of 2015 NGrams (2016) [Online]. Available at https://books.google.com/ngrams (Accessed 20/03/2016). Nielsen Bookscan UK (2016) [Computer Programme]. Available at http://www.nielsenbookscan.co.uk/controller.php?page=48 (Accessed 20/03/2016). Public Data Directory (2016) [Online]. Available at http://www.google.com/publicdata/ directory (Accessed 20/03/2016). Worldometer (2016) [Online]. Available at http://www.worldometers.info/(Accessed 20/03/2016).
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Books
Baverstock, Alison (2008) How To Market Books, London, Kogan Books. Squires, Claire (2009) Marketing Literature, London, Palgrave. Davies, Gill and Richard Balkwill (2011) The Professionals Guide to Publishing, London, Kogan Page. Smith, Kelvin (2012) The Publishing Business From P-books to E-books, London, AVA Books. Guthrie, Richard (2011) Publishing: Principles and Practice, London, Sage.
Lecture notes
Information extracted from lectures by Gillian Redfern, Nick Finegold, Azar Hussein, James Longman, Andrew Cochrane, Meredith Walsh, Kate Jervis, Justine Solomons, Hermione Ireland, Damian Horner, Auriol Bishop, Robert Macfarlane.
Figures
Figures 1-3: Yellow colour trends, The UK Fashion Spot (2016) [Online]. Available at http://www. theukfashionspot.co.uk/tag/uk/ (Accessed20/03/2016). Figure 4: Amelia Frier, Eat, Nourish, Glow cover image (2016) [Online]. Available at Amazon.co.uk (Accessed20/03/2016). Figure 5: Anna Jones, A Modern Way to Cook cover image (2016) [Online]. Available at Amazon. co.uk (Accessed20/03/2016). Figure 6: Deliciously Ella Everyday cover image (2016) [Online]. Available at Amazon.co.uk (Accessed20/03/2016). Figure 7: Food & Drink Value Growth, HarperCollins Presentation on the book market 2015 Figure 8: This Is Your Cookbook cover examples (2016) [Online]. Available at thisisyourcookbook. com (Accessed 20/03/2016). Figure 9 & 10: Gourmandize Cover and Homepage (2016) [Online]. Available at gourmandize. co.uk (Accessed 20/03/2016). Figure 11: Blurb Homepage (2016) [Online]. Available at blurb.co.uk/cookbooks (Accessed 20/03/2016). Figure 12: Markets by Genre, HarperCollins Presentation on the book market 2015. Figure 13: First year monthly sales foreceast in units, Excel. Figure 14: First year monthly sales forecast in numbers, Excel. Figure 15: Bestselling cookbooks of 2015 by Nielse Bookscan week & volume sales, HarperCollins Presentation on the book market 2015. Figure 16: Year-on-year unit growth bar chart, Excel. Figure 17: Year-on-year unit growth forecast in numbers, Harper Collins Presentation on book market 2015. Figure 18: Health, Dieting & Wholefood Words, HarperCollins Presentation on the book market 2015.
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