Advanced Trade Publishing INSTG073 Imprint Strategy Document
Dr Samantha Rayner Student ID: 15076642 Word Count: 3,010
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BRINK PUBLISHING
VOYAGER
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Re: Imprint Strategy Document: Voyager Dear Ella, Please find below my ideas and plans for setting up a new genre-based imprint as you requested at our last meeting. This strategy document investigates the past and present trends and gaps in the food and travel markets on a regional and international level. It examines the feasibility of this project by comparing the proposed imprint with three existing imprints and their sales figures. In addition, I have outlined the strategy concept in detail and how it impacts on every part of the publishing process. Its advantages, opportunities, risks and challenges have also been considered. I hope you understand that I have taken this opportunity to stretch my thinking and to explore some more unconventional and creative approaches for the Voyager imprint. All in all, I feel that this imprint is an innovative and fresh take on genre publishing that blends well with the ethos of our independent publishing house, priding itself on illustrated and collectable non-fiction books. It plays to the strengths of our existing back and front lists, combining innovation, fresh voices and cutting-edge content with high production value. I look forward to discussing this with you next week. Kind regards, Mills Evans -----------Publishing Assistant Brink Publishing 1 Bloomsbury Square Gardens WC1E 7HU
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Table of Contents INTRODUCTION
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CONTEXT OF FOOD and TRAVEL: TRENDS and GAPS
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Food and Drink market
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Health, Dieting and wholefoods market
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Travel market
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Emerging international markets
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Imprint CASE STUDIES
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Clarkson Potter
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Pavilion
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Moon
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STRATEGY PLAN
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Concept
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Authorship
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Editorial
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Prdduction
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rights
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Marketing 19 Publicity
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Sales and Distribution
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Risks and CHallenges
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CONCLUSION
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BIBLIOGRAPHY
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Introduction Creating the vision for a new imprint is about challenging ourselves. It is about leadership, entrepreneurship, being imaginative and instigating change. Imprints have a fundamental role as trade brands in the publishing climate and are the most effective way for Brink Publishing to remain relevant and competitive. If we aim to endow readers with narratives and voices that will last, our imprints need to publish the most unique stories in the most effective way. Instead of positioning this project as yet another commercial PR exercise, this genre-focused imprint will publish only bespoke print-on-demand cookbook-cum-travel guides. The list will explore each city through a culinary lens, offering a selection of healthy restaurants and hidden cafes alongside recipes that evoke the stories of the city. Voyager will take our readers on a gastronomic tour of the senses. Its concept fits in seamlessly with our existing non-fiction imprints that focus on wine, fashion, lifestyle and art, adding food and travel to Brink's publishing reportoire.
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CONTEXT OF FOOD AND TRAVEL: TRENDS AND GAPS Voyager targets both the food and travel book markets. The overall trade non-fiction market is fast-growing. From 2014 to 2015, it saw an increase in value of 9.2% and constituted 39% of the total book sales in the UK. This is a great opportunity and time to introduce an innovative imprint!
Figure 1: 2014-2015 volume (blue) & value (green) percent change of trade non-fiction (52 weeks)
Food & Drink Market
Last year, the Food & Drink market saw a 7.6% growth. Within it, Health, Dieting & Wholefood Cookery (T16.2) grew by an astonishing 295.7% to a value of £14.0m. Voyager will tap into this growth and the popularity of wholefood cookbooks by offering city guides with simple, local and healthy restaurants and recipes.
Figure 2: Food & Drink General and its subcategories value sales growth (£m) 2011-2015
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Furthermore, nine out of the top twelve Food & Drink publishers are in overall growth. This is driven by the General Food & Drink category, National & Regional Cuisine (T16.1) as well as Health, Dieting & Wholefood. This not only demonstrates the demand for healthy but also for regional food, which Voyager aims to embody.
Figure 3: Top publishers in the Food & Drink market T16
✳ Random House From Venice to Istanbul.
✳ Penguin the way.
main growth in National & Regional Cuisine with Rick Stein’s
main growth of 12% of £280k in General, Food & Drink with Jamie leading
✳ hodder main growth of £3m in Health, Dieting & Wholefood due to Deliciously Ella. ✳ octopus
main growth of £671k in General Food & Drink. Diana Henry’s Bird in Hand responsible for half of this.
✳ HCP
main growth of £1.2m from Health, Dieting & Wholefood due to Amelia Freer & Anna Jones.
✳ little brown
main growth in Health, Dieting & Wholefood (up £118k).
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When comparing the popularity of celebrity and non-celebrity cookbooks, it is evident that non-celebrity cookbooks have also seen a year-on-year growth since 2012, reaching a peak of 56% last year. This gradual increase is promising for Voyager as it will feature city guides written and curated by non-celebrity food and travel writers who are home to each respective city.
Figure 4: Non-celebrity value sales vs celebrity cookbooks
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Health , dieting & wholefood market Last year Deliciously Ella’s ‘hot book’ galvanised the growth of Health, Dieting & Wholefood cookery, which was up by 61.2% in 2015. Since 2011, the value of this subcategory has greatly increased from £3,5m to £14m. This year, I suspect that the trend will continue with Joe Wick’s dizzyingly popular paperback bestseller Lean in 15. With 101,909 YouTube subscribers, he is currently close to becoming one of the top 50 bestselling non-fiction authors since records began!
Figure 5: Big T16.2 authors and their publishers by value & volume sales
Figure 6: Future tendencies in the market following the trend of healthy, simple and quick recipes
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According to Nicholas Lander, the record-breaking number of food entries at last year's André Simon Book Awards for food and drink demonstrated that ‘healthy is hip’, with noticeable trends towards vegetable-forward cooking and well-being. Charlotte Pike’s cookbook Fermented epitomised an unexpected strand of health-conscious cooking, whilst Middle Eastern cooking, championed by Yotam Ottolenghi also trended. Lander recognises that culinary culture has diversified over the last few decades to include Olia Hercules’ journey back to home cooking in the Ukraine and Jordan Bourke’s personal exploration of Korean food. Voyager's restaurants, cafes and recipes will reflect this budding interest in new international food and the notion of food as a foundation of culture, memory and personal discovery.
travel market Voyager aims to mould the trends of cookbooks and travel guides into a new cutting-edge genre of escapism and pleasure. The Travel Writing market (T8.5) has recently seen its first rise in sales in seven years, growing by 57.7% in 2015. This progress was undoubtedly led by Bill Bryson’s Little Dribbling, selling 296,948 volumes valued at £3,493,000. Other bestselling travel books include Walking the Himalayas by Levison Wood and Bryson’s second book Notes from a Small Island.
Figure 7: Value sales growth of travel writing in 2015 According to The Bookseller, the internet and the proliferation of travellers wanting to avoid the tourist trail has facilitated the success of independent travel book publishers. Andrew Doughty from Wizard Publications has noticed that consumers want to discover the genuine essence of a city by exploring alternative and uncovered places instead of reading a collection of facts. Hence, Voyager caters to the recent growth of travel writing and the popularity of narrative-style indie city guides with insider tips for consumers seeking a personal and unique travel experience.
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Emerging International Markets Nielsen Bookscan figures reveal that South America, China, India and Brazil are emerging non-fiction markets (in orange) that offer interesting opportunities for Voyager. I would consider marketing and promoting Voyager in these markets if the imprint proves successful in Europe within the first six months. City guides on Mumbai, Buenos Aires, Hong Kong or Rio de Janeiro could be added to the list. App versions of these titles would also be sold in these countries.
Figure 8: Non-fiction market (percent value) by country compared to other markets
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Imprint CASE STUDIES Clarkson Potter
Clarkson Potter is the only dedicated lifestyle imprint within PRH. Its highly illustrated nonfiction titles and collaborative office culture are comparable to Voyager. Whilst Clarkson Potter's list is more expansive, expensive and commercial than Voyager's, it publishes a similar blend of topics to gift and collect. Titles such as Hemsley Hemsley, Koreatown and Sirocco follow the trends of healthy eating, Korean, Japanese, Indian and Middle Eastern cookery. The most popular Clarkson Potter titles are within the Food & Drink General and National & Regional Cuisine categories.
Figure 9: Clarkson Potter publishing logo
2014-2015 ✳ No 1 | Barefoot Contessa | vol 13,497 | val £251,059 ✳ No 2 | Make it Ahead! | vol 4,233 | val £64,719 ✳ No 3 | Fifty Shades of Chicken | vol 3,276 | val £39,206 2016
✳ No 1| Lucky Peach Presents 101 Easy Asian Recipes | vol 167 | val £3,342 ✳ No 2 | Tacos: Recipes and Provocations | vol 119 | val £2,495 ✳ No 3 | Make it Ahead! |vol 110 | val £1,776
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Pavilion
Like Brink Publishing, Pavilion Books is an independent London-based publisher of highquality illustrated books. It focuses on lifestyle, craft, food and drink and published Millie Marotta’s bestselling colouring books. After undergoing rebranding in 2014, saving print costs, outsourcing publishing processes, downsizing their list and investing in digital programmes, owner Polly Powell proudly announced that their total sales were up by 5% with a net profit of £325,000 last year. Tapping into consumer trends, Pavilion publishes titles such as Creole Kitchen, Spice Yourself Slim and The Fresh Vegan Kitchen. Voyager could also adopt some of Pavilion's branding strategies in order to minimise outgoing costs.
Figure 10: Pavilion publishing logo
2014-2015 ✳ No 1 | Thai Food | vol 47,104 | val £1,034,382 ✳ No 2 | Baking Magic | vol 29,869 | val £235,539 ✳ No 3 | Veggiestan : A Vegetable Lover’s Tour of the Middle East | vol 14,73 | val £297,489
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Moon
Moon Travel Guides are an Avalon Travel imprint, forming part of the Perseus Books Group. They are authors and publishers of independent travel guide books. Publisher Grace Fujimoto argues that Moon's unique selling point is that its guides are tailored towards travelers who want to embark on their own personal trip, instead of aimlessly following groups of tourists. Voyager's imprint message is similar and we should expect comparable sales figures and print runs. However, Moon guides are less design-oriented and target a much broader and commercial audience.
Figure 11: Moon Publishing logo
2014-2015
✳ No 1 | Moon California Road Trip | vol 9,122 | val £99,032 ✳ No 2 | Road Trip USA | vol 4,084 | val £22,722 ✳ No 3 | South Korea | vol 898 |val £10,031.84
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STRategy plan concept Food and travel have always made for a delicious combination, fuelling dreams of wonderful holidays and meals. This trans-genre imprint focuses on the pleasure and sensation that readers experience from healthy food and slow travel. Voyager blurs the limits of genre and the boundaries of genre-based imprints, catering to the shift in the way that our consumers are presently looking at food and travel. Our company-wide digital trend workshop last week revealed that customers are responding well to local, mood-focused products as well as fast and trustworthy service. Voyager is a distinctive and innovative imprint that introduces readers and travellers to the authentic spirit of European cities through food, tapping into the demand for quirky and original travel guides as well as health-focused cookbooks. In addition, Voyager solves the problem of outdated guidebooks, through its POD technology. Each title will look identitcal and include short narrative stories about the city’s culinary culture, healthy places to eat, recipes of local delicacies as well as practical information and neighbourhood maps, interspersed with beautiful photographs.
Readership
In accordance with the ethos of Brink Publishing, Voyager will continue to place readers at its core and understand their expectations, needs and preferences. Voyager will primarily target young professionals who are equipped and eager to devote time to alternative travel and healthy cooking. This demographic is also extremely technologically advanced and would be accustomed to using app versions of Voyager titles. The Consumer Barometer reveals that up to 92% of this target audience in the UK access the internet daily and are extremely digitally minded.
✳Young professional audience aged 25 to 35. ✳Interest in culture, alternative travel, new experiences & health cookery. ✳Not particularly cost-sensitive (disposable income to travel and eat at restaurants & cafes). ✳ Creative, appreciative of design & photography.
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Editorial
Voyager’s editorial concept is to create a fresh, cutting-edge and dynamic list to fulfil consumer demand. The editorial process will consist of ‘open forum meetings’, where every member of the house would be welcome to comment on new ideas for the next ‘hot’ city guide. The imprint will aim to acquire food and travel writers through the traditional channels used for our other imprints. Voyager's list would initially include the following food and city guides, with a view of expanding internationally:
✳ Paris
focus on the best vegetarian restaurants, famous boulangeries and falafel shops.
✳ London ✳ Berlin
the healthiest takeaways, East end cafes and Balkan restaurants.
the best organic burger in town, Sudanese and Lebanese restaurants
✳ prague seafood restaurants and fruit and vegetable markets. ✳ lisbon
fish markets, fish restaurants and a gazpacho recipe.
✳ florence courgetti pasta recipe, the best pistachio ice-cream in town. ✳ copenhagen ✳ barcelona
famous wholefood waffle recipes and juice bars.
the best brunches in the city and healthy tapas recipes.
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DO’S Authors should be drawn from prominent food and travel writers, bloggers, journalists and experts, some of which Brink Publishing has contact with already:
✳ Katy Salter named by The Stylist as one of the ‘Top 20 food heroines’ (910.4k Twitter followers).
✳ Emily Nathiesen from Condé Nast Traveller (847k Instagram followers). ✳ Pat Riddell from National Geographic Traveller 99.4m Instagram followers). ✳ Peter Grunert from Lonely Planet (3.4m Twitter followers). ✳ Emma Gardner from ‘Poires au chocolat’ (3.7k Pinterest followers). ✳ Niamh from ‘Eat Like a Girl’ (14.4k Instagram followers). ✳ Jacqueline Meldrum from ‘Tinned Tomatoes’ (340.5k Pinterest followers). ✳ Nomadic Matt (98.9k Twitter followers). dont’s Voyager would not be successful if:
✳ The authors have no distinctive voice, fresh story-telling tone or
intriguing style that creates the sensation of experiencing a personal journey and distinguishes Voyager from traditional travel guides.
✳ The guides and apps are not updated monthly to include the newest restaurant openings, recipes and emerging travel destinations.
✳ The list included an overwhelming choice of places and recipes. (‘Paradox of choice’
studies expose that a plethora of choices makes customers feels anxious and prevents purchases). The imprint should be tailored towards consumers, with hand-picked places and personal recipes selected by food and travel specialists.
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Production ✳ ✳ ✳ ✳ ✳ ✳ ✳ ✳
Paper weight 130gsm Paper material FSC approved, uncoated, white Colour full, CMYK Product dimensions 14.8cm x 21cm (A5) cover material Deboss title of city Extent 100 pages qr code on back cover with link to the app version basic paperback editions RRP £10
Voyager embodies innovative design and high-quality photographs with a high production value. Each title will have the same unique design and layout, making titles recongisable. The primary design message is simple, elegant and modern with a visual approach. Like our other imprints, the material will be sourced according to FSC (Forest Stewardship Council) standards. Uncoated white paper and large areas of white space will create a grainy and recycled effect to the images and a clean product design - a trend which Jamie Oliver initially introduced in his cookbooks. In addition, a high opacity will ensure that the images do not show through the individual pages. The imprint will have its own section on Brink Publishing’s website like our other imprints. Its design will be informed by the cover of the imprint titles.
Figure 12: Inspiration for cover design of imprint titles
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Rights Initially, we will aim to acquire UK and Commonwealth as well as European rights for all Voyager titles. The acquisition of app rights for our titles is a priority. There is also plenty of opportunity for expansion and for the acquisition of international translation rights of the titles in the emerging non-fiction markets.
Marketing The marketing message for this imprint is a beautifully designed, niche and bespoke food and travel imprint that can be used by readers during their travels as a food guide and afterwards as a cookbook that reminds them of their travel experience. Voyager will also be marketed as a digital imprint, with app versions of the list available to download from our website or through the QR code on the back of each title. The focus is on ease, simplicity and up-to-date city guides through our print-on-demand technology. Of 3,372 titles sold last year in the T16.8 category, below are the most frequently used marketing words. Voyager will include some of these buzzwords for marketing to enhance visibility and discoverability. Other social media and website buzzwords will include: ‘bespoke foodie wanderlust imprint’, ‘escapism through food’, ‘food journey’, 'contanstly updated city guie', ‘experience the spirit of a city through food’, ‘healthy’, ‘delicious’, ‘pleasure’, ‘reliving your travels through recipes telling the story of the city’, ‘flavours of the city’, ‘taking readers on a sensory tour of the city’ and ‘off the beaten track and the city’s hidden restaurants and secret recipes’.
Figure 13: Most frequent buzzwords used in T16.2 Cookbooks
key tactics ✳ Promote Voyager on Brink Publishing’s existing mailing list. ✳ Create social media platforms for the imprint (Facebook, Twitter, Instagram, Pinterest, Reddit). ✳ Research SEO to achieve discoverability on Google. ✳ Sustain and measure marketing success by using Google analytics, Consumer Barometer, Public Data Directory, Google Adwords and other social listening tools.
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Publicity Interactive, imaginative and creative publicity will propel Voyager's visibility and support its overall strategy. We aim to begin imprint publicity eight to nine months prior to the launch in order to raise its profile and ‘buzz’. These tactics and the tone of the content will be tailored towards our primary audience.
key tactics ✳ Pitch imprint launch to key food and travel writing influencers to garner reviews, early advance quotes and promotion on their blogs and websites.
✳ Pitch Voyager launch to food and travel journalists at The Bookseller, Publishers Weekly, Publishing Perspectives, The Guardian, The Sunday Times and The Independent.
✳ Pitch imprint to food and travel magazines and websites – Delicious, Goodfoods, Olive, Jamie, Ella A Table, Timeout, Cereal Magazine and Spotted by Locals.
✳ Pitch to Radio 4 Open Book Slot. ✳ Pitch to BBC Breakfast. ✳Enter into prize longlists for Imprint Writing Award and The Bookseller Industry Awards for Best Imprint.
✳ Promote Voyager at the Imprint Book Festival, Futurebook Conference, London and Frankfurt Bookfairs, London Art Book Fair and street food festivals.
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Sales & Distribution Like other Brink Publishing imprints, the Voyager list would be sold through our traditional channels and our most vital gatekeeper: Amazon. As this is a bespoke, genre-based imprint, independent bookshops such as Foyles, Daunt, London Review Bookshop, Stanfords, Magma, The European Bookshop and Koenig Books will also be prioritised. In addition, we aim to create partnerships with travel companies and airlines such as Easyjet, British Airways and Tripadvisor. Each Voyager title will be strategically priced at £10 - this is the bestselling price of gift items in the UK. The titles will also be sold as gift items in concept stores around London. According to The Bookseller, non-traditional publishing outlets such as Urban Outfitters, Oliver Bonas and Anthropologie saw a strong upsurge of 30% value year-on-year. Bestselling titles in these outlets tend to be gifting titles.
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Risks & challenges In order to ascertain the viability and enhance the success of this imprint model, the risks, challenges, strengths, weaknesses, opportunities and threats need to be examined.
swot analysis ✳ STRENGTHS (Internal) The imprint concept fits seamlessly alongside our existing illustrated non-fiction imprints; unique and bespoke concept combining two popular and growing genres; POD technology making each title up-to-date; POD making purchases and deliveries fast and simple as well as saving on production costs; high production value and modern design that will attract our target audience; recognisable and distinctive imprint branding as each cover is identical; recipes and restaurants selected by experts that are geared towards the trend of alternative and personal travel; use of popular food and travel writers as authors with broad reach. ✳ WEAKNESSES (Internal) The titles within our imprint are not necessarily cheaper than competitive titles (no low cost advantage); narrow target audience. The pricing at 10£ per title is necessary as Voyager offers unique and high-value products. However, initial promotional discounts could be applied to trigger sales. Even though our readership is specialised, effective marketing tactics could open up our audience to an older readership. ✳ OPPORTUNITIES((External) Prospect of expanding internationally with foreign language editions; sales in emerging international markets outside of Europe; collaborations with niche food and travel companies such as Easyjet and British Airways; new emerging nontraditional sales channels. ✳ THREATS (External) Rivalry of well-known city guides such as Lonely Planet and Rough
Guides; rivalry of popular traditional and debut cookbooks; threats of new entrants. This reflects the need for Brink Publishing to be first to market Voyager and the importance of detailed research into consumer habits.
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product development strategy According to the Ansoff Matrix, as Brink Publishing are introducing a new product (trans-genre imprint) into an existing and growing market (food & drink and travel markets), a robust product development strategy will be vital for the success of Voyager.
competitive advantage In order to gain a competitive advantage, Voyager must emphasise how it differs from mainstream food and travel guides in all levels of the publishing process (see strengths mentioned on previous page). The differentiation strategy of our up-to-date, POD, healthy and bespoke imprint will give Voyager a unique selling point that will attract buyer power and create value.
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Conclusion Finally, I would strongly recommend the implementation of Voyager within Brink Publishing. This imprint strategy combines two of the most popular and growing non-fiction genres with the trends of healthy eating, local foods, tailored conent and narrative and alternative travel writing into one imprint unlike any other. Voyager will be the first ever imprint that is solely print-on-demand, allowing for constantly updated material as well as free and fast delivery. With its main emphasis on digital innovation, up-to-date content, strong brand recognition and cutting-edge design, Voyager will publish bespoke and distinctive books that will satisfy consumer demand and increase the competitive value of Brink Publishing.
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Bibliography
Books
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 Martin Nield, Abigail Mitchell, Kate Jervis, Richard Charkin, Ruth Northey, Sally Coleman, Alexa von Hirschberg, Gillian Redfern, Farah Mendelsohn, Judith Watts, Richard Fisher, Justine Solomons and Hermione Ireland.
Websites Absolute Press (2016) [Online]. Available at: http://www.absolutepress.co.uk/ (Accessed 20/04/2016). Bloomsbury Publishing (2016) Food & Drink [Online]. Available at: http://www.bloomsbury. com/uk/non-fiction/food-drink/ (Accessed 20/04/2016). Bookbrunch (2016) ‘Long live the illustrated book’ [Online]. Available at: http://www.bookbrunch.co.uk/article_free.asp?pid=pavilion_long_live_the_illustrated_book (Accessed 20/04/2016). Bookish (2016) ‘Recipes for adventure’ [Online]. Available at: https://www.bookish.com/articles/ recipes-for-adventure-top-travel-memoirs-for-foodies/ (Accessed 20/04/2016). Cereal Magazine (2016) [Online]. Available at: http://readcereal.com/ (Accessed 20/04/2016). Crown Publishing (2016) [Online]. Available at: http://crownpublishing.com/imprint/clarkson-potter/ (Accessed 20/04/2016). Octopus Books (2016) [Online]. Available at: https://www.octopusbooks.co.uk/About%20Us. page (Accessed 20/04/2016). Penguin Random House (2016) [Online]. Available at: http://penguinrandomhouse.ca/imprints/ appetite-random-house (Accessed 20/04/2016). Penguin Random House (2016) Imprints [Online]. Available at: http://archive.randomhouse. co.uk/History%20of%20the%20Octopus%20Imprints%20-%20Opac%20version.htm (Accessed 20/04/2016). Publishers Weekly (2016) ‘The rise of indie travel guides’ [Online]. Available at: http://www. publishersweekly.com/pw/by-topic/new-titles/adult-announcements/article/65306-the-rise-andrise-of-indie-travel-guides-travel-books-2015.html (Accessed 20/04/2016).
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Publishing Trends (2016) ‘Technology and the travel guide’ [Online]. Available at: http://www. publishingtrends.com/2015/06/technology-and-the-travel-guide/ (Accessed 20/04/2016). The Bookseller (2016) ‘Imprints have an important role as trade brands’ [Online]. Available at: http://www.thebookseller.com/blogs/imprints-have-important-role-trade-brands-326047 (Accessed 20/04/2016). The Bookseller (2016) ‘Channel 4 commissions Joe Wicks TV show’ [Online]. Available at: http://www.thebookseller.com/news/channel-4-commissions-joe-wicks-tv-show-325564 (Accessed 20/04/2016). The Bookseller (2016) ‘Food and drink book award winners revealed’ [Online]. Available at: http://www.thebookseller.com/news/food-and-drink-book-award-winners-revealed (Accessed 20/04/2016). The Bookseller (2016) ‘The travel guide book market’ [Online]. Available at: http://www.thebookseller.com/news/time-out-exit-mystery-travel-guidebook-market-rallies-320308 (Accessed 20/04/2016). The Bookseller (2016) ‘Healthy is hip and other food trends’ [Online]. Available at: http://www. thebookseller.com/blogs/healthy-hip-and-other-food-trends-321309 (Accessed 20/04/2016). The New Yorker (2016) ‘The pleasures of reading recipes’ [Online]. Available at: http://www. newyorker.com/books/page-turner/the-pleasures-of-reading-recipes (Accessed 20/04/2016).
Databases Amazon UK (2016) [Online]. Available at http://www.amazon.co.uk/(Accessed 20/04/2016). Consumer Barometer (2016) [Online]. Available at https://www.consumerbarometer. com/en/ trending/?countryCode=UK&category=TRN-AGE-45-54 (Accessed 20/04/2016). Google Stat Counter (2016) [Online]. Available at http://gs.statcounter.com/ (Accessed 20/04/2016). Google Trends (2016) [Online]. Available at https://www.google.com/trends/ (Accessed 20/04/2016). Harper Collins Presentation about the book market of 2015 NGrams (2016) [Online]. Available at https://books.google.com/ngrams (Accessed 20/04/2016). Nielsen Bookscan UK (2016) [Computer Programme]. Available at http://www.nielsenbookscan. co.uk/controller.php?page=48 (Accessed 20/04/2016). Public Data Directory (2016) [Online]. Available at http://www.google.com/publicdata/ directory (Accessed 20/04/2016). Worldometer (2016) [Online]. Available at http://www.worldometers.info/(Accessed 20/04/2016).
List of Figures Figure 1: 2014-2015 volume (blue) & value (green) percent change of trade non-fiction (52 weeks), HarperCollins Presentation on the book market 2015. Figure 2: Food & Drink General and its subcategories value sales growth 2011-2015, HarperCollins Presentation on the book market 2015. Figure 3: Top publishers in the Food & Drink market T16, HarperCollins Presentation on the book market 2015.
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Figure 4: Non-celebrity value sales vs Celebrity Cookbooks, HarperCollins Presentation on the book market 2015. Figure 5: Big T16.2 authors and their publishers by value & volume sales, HarperCollins Presentation on the book market 2015. Figure 6: Future tendencies in the market following the trend of healthy, simple and quick recipes, HarperCollins Presentation on the book market 2015. Figure 7: Value sales growth of Travel Writing in 2015, HarperCollins Presentation on the book market 2015. Figure 8: Non-fiction market by country compared to other genres, HarperCollins Presentation on the book market 2015. Figure 9: Clarkson Publishing logo (2016) [Online]. Available at: http://crownpublishing.com/imprint/clarkson-potter/ (Accessed 19/04/2016). Figure 10: Pavilion Publishing logo (2016) [Online]. Available at: http://www.pavilionbooks.com/ category/imprints/ (Accessed 19/04/2016). Figure 11: Moon Publishing logo (2016) [Online]. Available at: http://moon.com/ (Accessed 19/04/2016). Figure 12: Inspiration for cover design of imprint titles (2016) [Online]. Available at: http://readcereal.com/ (Accessed 19/04/2016). Figure 13: Most frequent buzzwords used in T16.2 Cookbooks, HarperCollins Presentation on the book market 2015. All other images used have been selected from Creative Commons image sharing platforms.
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