What It Takes to Get a Cookbook Deal
Industry insiders talk money, social media, and what’s shifting.
We’re living at a time of unprecedented cookbook volume. A year after the pandemic, NPD Bookscan reported a 17% rise in cookbook sales. Since then, the appetite for newer, fresher, more nuanced titles has only increased, and dedicated cookbook stores are appearing in more and more cities. But despite the immense scale of what’s being published today, one thing remains true — cookbooks are a lot of work. And these days, a good idea is just the beginning. There are so many more factors that determine which ones make it to publication.
As cookbook season nears its peak, we sat down with some major players in the publishing world to find out how the landscape has shifted, what makes a compelling book proposal, all the $$$ involved, and the elephant in the room: Is a big follower count really necessary to secure a book deal?
It’s a hefty, deeply insightful conversation with Jenn Sit, editorial director at Clarkson Potter; Jenny Wapner, publishing director at Hardie Grant; Felix Cruz, publicist at Ten Speed Press and Clarkson Potter; and editor-turned-literary agent Rica Allannic at David Black Literary Agency. We discuss the past, present, and future of publishing, how politics is shaping cookbooks, the impact of TikTok and Instagram, and their thoughts on how AI might leave its mark. —Anikah
