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2017.05.11 100,000+ BuzzFeed cookbooks sold in two months
BuzzFeed Inc., an internet media company, started sharing videos via Facebook from May 2015, and these clips are reaching a very large audience. In particular, the ‘Tasty’ series in its cooking category has become extremely popular. This led to BuzzFeed publishing ‘Tasty – The Cookbook’ in November last year. The cookbook sold over 100,000 copies in its first two months. According to Bloomberg.com, books on The New York Times bestsellers list achieve around 30,000 sales over three months. Considering ‘Tasty – The Cookbook’ has no celebrity associations, the number of sales it has achieved is ‘impressive’, according to one expert.

Traditionally, publishers print thousands of copies of books at a time. BuzzFeed, however, prints the ‘Tasty’ cookbooks on-demand, and the books themselves can be customized. Customers make their selections from 21 categories on BuzzFeed’s Tasty website, and can optionally insert a comment. Also, unlike traditional publishers that sell through bookstores, BuzzFeed sells the cookbook through its site only and uses its massive social-media reach to promote it. If the books were sold by the conventional method, customization would be too costly.

Digiday.com reported on a similar story about an article written by BuzzFeed reporter David Mack. Mack’s article, about US President Donald Trump’s enthusiasm for big trucks, was made into a picture book (The President and the Big Boy Truck) and was ready to be shipped only two days after receiving a comment from a reader that it should be produced as a book. It sold 1,000 copies in a week.

These books illustrate BuzzFeed’s success in reaching out and directly engaging consumers through social networking sites, and the effective use of spontaneous and flexible on-demand publishing. Issues like these which are relevant to publishers are sure to be addressed at the Digiday Publishing Summit in September 2017 in Florida.

For further information please refer to the following websites:
 
http://digiday.jp/publishers/leave-no-strategy-untested-buzzfeed-pushing-commerce-12-person-team/

http://digiday.com/media/leave-no-strategy-untested-buzzfeed-pushing-commerce-12-person-team/

https://www.bloomberg.com/news/articles/2017-01-05/delicious-irony-buzzfeed-s-old-school-cookbook-is-bestseller

https://tastyshop.com/collections/tasty-cookbook