For cookbook writers, the annoying necessity of social media
. For cookbook writers, the basic terms of engagement remain the same as in Hazan’s day. The journey begins with a proposal, shopped around with or without an agent, and interested publishers will bid on the future cookbook. Traditionally, the publisher is responsible for expenses like design, publicity, sales staff wages, printing costs, warehousing, and office overhead. The writer is responsible for storytelling, recipe development and testing, and sometimes photography.
But over time, publicity budgets have decreased and more promotional responsibilities have been passed on to authors. Many first-time cookbook writers face the public with a pittance of support — they plan and fund their own promotional tours. And the market is a lot more saturated than it used to be; competition is fierce. “It’s tough to find talent,” says Mallika Basu, a food writer, industry commentator, and consultant.
In 2017, when food writer Daniela Galarza began exploring the idea of writing a cookbook, friends and agents pointed to her low follower count as a barrier to selling a cookbook proposal. “The minimum number then was 10,000 followers on Twitter and Instagram,” she says. “Five years later, the number is probably 50,000.” She was several thousand followers short — a gap without a quick fix.
Food writer and chef Amethyst Ganaway remembers a chef who had just landed a cookbook deal telling her she would need 20,000 followers to be of interest to a major publisher. “Getting 10K followers was a big deal [to me] and then a publisher wants you to get 10K more,” she says. “I’m working and living in the real world and don’t have time to post content all day.”
An emerging writer with a great cookbook idea is left to wonder if a low follower count will derail their project. The reality is agents and publishers each weigh it differently. “What does the exact size of a fan or peer-base need to be?” says Danielle Svetcov, literary agent with Levine Greenberg Rostan. “No one knows. I try not to get into the numbers game — I want to know if the author is deep in the conversation they plan to write about.
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