World Book & Copyright Day, April 23rd 2013

Arctic Paper honours a new, tasty print trend

With the digital movement from some decade ago, we went from paper to digital in an instant. Digital book titles reached new audiences and the way we consumed books changed and expanded.

Interestingly though, there are areas where the printed book seem to never go out of style. One such example is cookbooks. In spite of a digital tidal wave of food sites and recipes, the cookbook trend is still going strong – aided by that wonderful “look and feel” that only great paper can bring. 

With digital media moving in the fast lane on news and simple daily matters, there is still plenty of room for the printed book – an interesting fact to note when we celebrate the 18th World Book & Copyright Day on April 23rd. This is especially true when you want a tangible source of inspiration. The beautiful coffee table book, photography book, and science book is still a great sell. The same goes for cookbooks. With lovely imagery supporting the content, they inspire like nothing else.

The number of cookbook titles has lately multiplied all over the Western world. On a worldwide basis, every year brings a total of 26 000 new cookbooks to the market*! Leading the way are publishers who produce cookbooks with great emphasis on design and “the food experience”.

One background to this trend is the rising interest in wholesome food and cooking from the basics. Another is the fact that food is trendy – today, becoming a chef may be the career move of a lifetime; TV-chefs and cooking celebrities reach worldwide audiences and excellent cooking has become a “sport” with contestants from all over the world.

Unconventional cooking – a great sell
Author Martin Škoda, just 17 and nicknamed ‘Czech Jamie Oliver’, is a great example of the new cookbook trend. He has written an unconventional and clever cookbook for youngsters, packed with excellent recipes, photographs, pieces of advice and, surprisingly, music.

Martin Škoda wrote the book for people of his own age and has broken it down into chapters referring to the different occasions when young people want or need to cook. The book pushed all the buttons of this young audience and sold out in just months!
Gourmand Award to Belgium
In February 2013, small Belgian publisher Minestrone won the prestigious award “Best Cookbook Publisher of the Year” at the annual Gourmand Cookbook Award Day in Paris.
Minestrone’s cookbooks are all extremely focused on the experience of food and design plays an important role – books for everyone to enjoy, far away from mass production.

Sweden is in a class of its own with the highest number of published cookbook titles per person in the world*. Swedish food stylist and cookbook author Liselotte Forslin is one of the frequent authors and has published 16 titles in the same amount of years, and styled the photo sessions for twice that many. Recently she published her own titles “Junk food for real” and “Combining food and wine”.
“The cookbook trend has been strong since the late 1990’s”, she states. “You would think that most areas of cooking should have been covered by now. However, new trends in cooking constantly emerge and this keeps bringing a flow of new titles to the shelves”.

World book day 2013_Cover from Kakao publisher

Paper – a worthy, sustainable choice of material
The cookbook trend sets a high-class example in the combined use of presentation, design and look and feel. Thus, the paper choice becomes quite central to the production. All three examples mentioned above, are printed on paper from Arctic Paper.

“The look and feel of a quality paper is quite important, especially when reproducing tasteful food images, enhancing design and creating specific emotions in an audience”, explains Martin Folkelind, Marketing Manager at Arctic Paper S.A. “It is quite extraordinary to watch the comeback of print in this respect – here is a product with values that are hard to recreate in digital channels. It stimulates our imagination and serves as a sophisticated source of inspiration.”

He continues: “Just like good food need to be environmentally and sustainably produced, so does paper. As responsible paper producers we like to highlight the environmental aspects of paper – it is a natural material that is renewable, recyclable and biodegradable”. 

The World Book and Copyright Day was established by UNESCO and is celebrated April 23rd with activities throughout the world.

For further information, please contact:
Martina Rosendahl, Market Communication Project Manager, Arctic Paper, phone +46 (0)31-63 17 11

Friday, 19 Apr, 2013