People Can't Cook Without a Recipe Photo Now?
This online thread about the importance of cookbook photos over text left me, a word person since childhood, reeling.
As you know, sometimes social media is aggravating. I felt that way after former cookbook editor Shaun Chavis sent me a link to a Thread (part of Instagram) started by Australian comedian @mrstommylittle:
“Dear everyone that ever plans on making a cookbook, we’re gonna need a picture for every recipe please. How the fuck we meant to make something when we don’t know what it’s meant to look like 🤦🏼♂️”
In the thread, several recipe writers and cookbook authors tried to explain that photography is expensive, and that adding more shots would raise the price of a cookbook. Commenters included cookbook author Regula Ysewijn, Steve Sando of Rancho Gordo beans, and top Substack Food and Drink writer Emily Nunn. She had a side thread with Shaun about whether there’s any evidence that people are demanding more photos in cookbooks. Here’s Shaun’s reply:
“…yes. I was a cookbook editor at Time Inc Books years ago and our consumer/ market research showed correlation between # of photos and cookbook sales. In focus groups people said they needed photos to be enticed and to use as a guide while cooking. In the past 40 years our society and the experience of cooking have become much more visual - Food Network, IG, Pinterest…”
Listen, I get that we’re becoming a society of visual learners who consult YouTube, TikTok etc., when they want to learn something new. They do less shopping in bookstores (If they can even find one).
But it’s more than that. When I contacted Shaun, she said that “…more people are visual learners, not necessarily because they read less, but because they have a hard time visualizing what the recipe results will be without pictures. People want pictures to help them feel they’re on the right track.”
Indeed, on this thread, several people said they “couldn’t cook” from a straight text recipe. Even cookbook author Adam Liaw said:
“I’ll spend more time getting the photo right than I will the written recipe in a book because the photo is the more communicative part. A written recipe is actually a fairly poor format for communicating information relevant to cooking. There’s a reason nobody learns to ride a bike from a numbered list of instructions.’
That comment sunk me. Written recipes are less important than a photo? Oof. I’ve spent my whole career focused on words, since my first job at a newspaper more than 40 years ago. I’m also in two book clubs; subscribe to magazines, newsletters and blogs; and spend as much of the day as I can reading. Reading text. Am I a dinosaur? I hope not.
Besides, what happens when these commenters see a photo of a dish that is styled to look gorgeous? Theirs won’t look that way. I guess they feel it’s better to have any photo to guide them than none. One guy said that the photos “don’t need to be professional.” Oh great. And that book with mediocre photography would sell because why?
I did hear from someone in the biz that publishers are springing for more photos than before, but not one for every recipe.
Where are You with this Argument?
What do you think about this demand for photos? As a cook and cookbook purchaser, do you want a photo for every recipe also? For your own cookbook, are you willing to pay more ($10-20k) for more photos?
Books I’m Discussing
Hey, are you on Instagram? Me too. I’ve been writing mini reviews of cookbooks and food memoirs there. Click on the image to read what I wrote. Why not follow along? And if your book comes out soon, send me an email.
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While I have no upcoming classes at the moment, here’s what one student said when she got her homework back from my recent Jumpstart Your Cookbook Proposal class:
"Oh my goodness, your recipe editing skills are insanely good!” — Peri Avari, Simply Bhonu
What I’m Reading
The 2024 James Beard Awards Semifinalists. Congratulations to all the nominees!
A Food Influencer Reveals How Much Money She Makes Per Year — And Holy Cow. Yeah, not really, because she reveals the gross, not the net. Still, an interesting story.
Buried under chicken wings and with cholesterol soaring, I knew I’d had my fill of reviewing restaurants. Thanks to reader Carol Gillott, who sent this to me.
Book Publicity: What Works and What Doesn't. A primer for those of you with new books, including advice on social media and podcasts.
Books Don’t Sell. Seth Godin explains what percentage of all books published last year sold more than 5,000 each. Thanks to reader Amy Sherman, who sent this to me. For context, read Please Stop Bashing Book Publishing.
Cookbook author Bee Wilson argues that preheating the oven is not always necessary. Is it time to change your recipes? (Click on the image to read more.)
No, You Don’t Need to ‘Decant’ Your Groceries. Do you really want to spend your one wild and precious life putting marshmallows in jars?
What Do You Want from a Cookbook? Alicia Kennedy says we all want different things and lays out her desires.
Museum Acquires Marcella Hazan Culinary Tools. How wonderful.
Nothing Left to Say: The End of Wine Writing? A fascinating essay about drinking trends by famous wine writer Karen MacNeil. I can’t stop thinking about the points she made.
A Sugary Bonbon of a Novel From a Legendary Foodie. Usually, I don’t put book reviews in this newsletter, but The New York Times trashed Ruth Reichl’s first novel and they quite like this second one. (Unlocked gift link.)
Agate Rolls Out Its Publishing Academy. Interested in getting into publishing? Here’s a new online program.
News from Clients and Students
Former student L.M. Archer was named the 2024 Errazuriz Wine Photographer of the Year, under the “Places” category.
Melissa Guerra wrote Ancient America’s Corn Corridor: The Molcajetes of Starr County for Panorama journal. (I coached her on a cookbook proposal.)
Nancy Singleton Hachisu’s cookbook, Japan: The Vegetarian Cookbook, is a nominee for the 2024 James Beard Foundation Media Awards. (I coached her on her first cookbook proposal.)
The Washington Post published Jaime Lewis’s essay, I have to apologize a lot. These cookies help me ask for forgiveness. (I coached her on essay writing and pitching.)
The New York Times Cooking newsletter showcased Yvonne Maffei’s Dates with Cream and Chopped Pistachios.
Yvette Marquez-Sharpnack’s cookbook Muy Bueno: Fiestas: 100+ Delicious Mexican Recipes for Celebrating the Year was named a finalist for the IBPA Benjamin Franklin Award. (I coached her on the book proposal for this cookbook.)
Patricia Tanumihardja’s new cookbook, Mortar & Pestle: Classic Indonesian Recipes for the Modern Kitchen, is available for pre-order. (I coached her on her first cookbook proposal.)
Nico Vera wrote his third story for Punch: Lima’s Clandestine Street Cocktail, Emoliente Piteado, Lives On. (I coached him on freelance writing.)
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Dianne Jacob
Editor, Writer and Coach
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My Books
I do like having one good shot of the finished product, but more seems unnecessary. I find that directions laid out in a clear and simple format is most enticing
Actually I love that photo of a pot, even if you cannot see what's inside. I am biased, as I am not only a food writer but also a food photographer, so when I get a cookbook I always look at the photos. For me it's not about needing the pictures to be able to follow the recipe but I like them to create a story and to convery a certain mood. That's why I loved your photo od the pot, it talks about a serene moment.
I have cookbooks that I admire for their design and photography but barely cook their recipies, if I am honest. Others, don't have many photos or they are not very good, but I love the way the recipies are explained and so I keep on coming back to them.