For food bloggers, self-publishing their digital cookbooks is a recipe for success
and the recipe site of the same name had produced five e-books since 2018, which her readers could purchase online, paying through Paypal or Venmo, and receive their book via PDF download. For Hammonds, the books were a way to get paid for time-consuming labor and expensive production on a project that wasn’t even her primary job.
This uproarious demand wouldn’t surprise any Patreon supporter, newsletter subscriber, or any other loyal subscriber in the new creator economy — but it might surprise a professional publisher. Digital cookbooks have been a hard sell for big publishing houses, despite the promise of Amazon’s Kindle and other e-readers. According to the NPD Group, a market research company that tracks book sales, Americans bought 2 million digital cookbooks in 2019 versus nearly 20 million print books.
But where big publishers see poor returns, small independent creators see opportunities. Self-publishing in print has always had its advantages for writers: greater artistic freedom, direct engagement with audiences, the ability to speak directly to a community of readers without meddling editors, an affordable way to see their ideas come to fruition.
With a book under her belt, Agom also feels better prepared to approach publishers about deals for follow-up works. “I think I’ve shown what I can do on my own. I’d be interested to see what a publishing company could offer that I could not,” she says. While her first book focused on adaptable recipes and meal prep to encourage healthy habits, one of Agom’s primary interests in the kitchen, she says her next book will focus on Nigerian and West African dishes.
From the outside, it may seem reasonable for publishers to dictate the terms of their investments. But the stakes are high for food writers, who often feel their recipes are delicate expressions of identity easily misconstrued by outside parties. While creative freedom is a common credo for self-published authors, it’s especially important for writers online today, when audience perceptions of authenticity can make or break a creator.
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