Cookbook Author Interview: Part 2
Sandra Gutierrez on book tours, not getting award nominations, and the hidden costs of writing cookbooks
Not So Secret Agent is an email newsletter all about the inside scoop on cookbook publishing from senior literary agent, Sally Ekus. Make sure you never miss an email. Subscribe!
Welcome back to Part 2 of my interview with cookbook author Sandra Gutierrez. If you missed part one, go back and give it a read!
photo credit Kevin Miyazaki
Let’s dive back in!
How was publishing a book with Knopf different than your other books to date?
My experience with Knopf has been a dream-come-true, from the negotiation of their purchasing offer, to the shaping of Latinísimo, and even today, after a year of publication. I couldn’t have asked for a better experience.
It begins and ends with my editor, Tom Pold, who has been a joy to work with. He took on this book as his project as well as mine. It’s been a beautiful partnership that allowed me to push beyond the edges of what we thought we could do with it originally, honing it to be mostly a cookbook, but an encyclopedic one; it is a book that offers history, fun trivia, cooking tips and tricks from my years of teaching, and mostly tried-and-true recipes.
Tom inspired me to keep going when I was stuck, trusted me with the material, encouraged me through writing (and testing) during the pandemic, and was always just a phone call away. He believed in a book tour and in making this a book that will be on their list for a long time. He not only accepted, but he also encouraged our work in the Spanish translation, which made it possible for both editions to be released on the same day.
I have liked working with all of my editors (they often save me from myself), but I can truly say that I have never been treated with the kindness and respect that Knopf has given me. I am extremely grateful.
We worked for YEARS to find a publisher that would publish your work simultaneously in English and Spanish. Can you comment on the process of editing, publishing, and promoting a book in both languages?
We certainly worked hard on a translation—a simultaneous one, at that! Since this is the first time both Knopf and I did this, the process was completely new to us. It is not easy to translate a work in which you are also translating an entire culture.
The process was as follows: Tom and I worked on the first two passes of the book, which included all of the editing (line by line editing too), and polishing of each recipe, measurements, and words. Once we had a second pass, Tom sent it to VIKING of Penguin Libros US, the subsidiary of Penguin Random House that published my book in Spanish. They hired a translator to do the bulk of the work. However, I wasn’t happy with it, so I took several weeks to go through the translation line by line until I was satisfied that my voice, intent, and information were accurate.
My Spanish editor, Rita Jaramillo, was so wonderful to work with. She was patient and allowed me full access to the translation so I could have the last word on what was published. Rita also allowed me to add a glossary that encapsulates many of the different terms Latin Americans use to express the same thing—that in itself makes this the most comprehensive cookbook ever to be published in Spanish, as people from the different countries can find what the ingredients, techniques, and equipment are called in their own cultures.
I think that since I’m perfectly fluent in both English and Spanish, I should do my next translating work the other way around: First, I will translate it myself. Then I will work with an editor in order to polish it.
The promotion of this book has been so exciting since I’ve done it in both languages simultaneously as well. For the English edition, Knopf put together an extensive book tour, and they have continued to support my own extension of the tour (that lasted one year!). I couldn’t ask for better publicity and marketing support.
Penguin Libros US didn’t have a book tour in mind; however, they were quick to get me on Spanish television and radio shows, and they promoted the book extensively through magazines and Spanish media. Also, my marketing guru at the Grupo Editorial of Penguin Random House, Lucía Cerboni, assisted and supported me with my Guatemalan section of the tour when we launched the book in Latin America.
Lucía and her entire team made sure to place books in the different bookstores, museum, and university that are now carrying it—and they got the books there on time for my four events held in Guatemala. I only have wonderful things to say about working with Knopf and Grupo Editorial of Penguin Random House—and more gratitude than I could express in a lifetime!
***Not So Secret Agent Side Note: As an agent I love that the book published simultaneously for Spanish-speaking readers and fans. That said, I have mixed feelings about a simultaneous publication timeline. Editing one book is hard enough, let alone two at the exact same time! The labor, attention to detail, and promotional efforts around launching two books at the same time is intense. Sandra clearly has superpowers. Also, I don’t know how fiction authors do it so often!***
What did your book tour look like for Latinísimo? Who planned it and how did it work in both the US and in Guatemala?
This book tour started a few days before the official publishing date of October 3, 2023. The marketing and publicist teams at Knopf put it together and allowed me to be a partner in getting as many opportunities as we could—they really considered my list of contacts. I started traveling on September 26, 2023, launching the book in Little Rock, Arkansas at a book festival.
Next, we toured the Southern United States, including Washington, D.C., Atlanta, and North and South Carolina. Then I went to Mexico. Finally, we ended the first leg of the tour in New York in early December. The tour picked up again in mid-December with events in Miami (including a television appearance in Despierta America on Univision).
We took Christmas off, and then January started it all again with traveling mostly around the South, until April when I went to Guatemala to set up the events that took place in August. I spent the rest of summer and into the start of fall in events wherever they called me, mostly in North Carolina. We ended the official tour the first week of October of this year (2024), but I know that I will continue to promote this baby as things come up.
***Not So Secret Agent Side Note: What I love about Sandra’s tour is that it was a full year. There was a big media and events push right out of the gate, but she also paced opportunities. Far too often authors get caught up in the immediate launch window; they lose sight of the long game. Case and point is Eric Kim’s Spring 2024 book tour announcement, which was a full two years after Korean American originally published and he was on his initial tour. This was brilliant, and I wish more authors did this and more publishers supported it!***
You landed almost every major media outlet for coverage on Latinísimo, yet neither Beard nor IACP recognized it in their award nominations. You and I have talked about and processed the feelings of professional pride and simultaneous disappointment. I don’t know if you want to share with readers your thoughts on what it means to have a “successful” book. I am thinking about the complex and unsolvable equation in publishing that combines: media, sales, awards, revenue, speaking engagements, and more…
Awards are nice, and I’m so happy for all my friends and colleagues that have them. Curiously, all of my books are still selling and on the publishers’ lists, with the sole exception of my only award-winning book, Empanadas. It won a Gourmand for single subject book in the US. To me, awards are one way to measure success, but they’re not the only way to gauge it.
How long do your books stay on a publisher’s priority list? Most stay for a year or so and then disappear. Four of my five books are still selling (even after 13 years). The recognition of The New Southern-Latino Movement as a real culinary movement and the celebration of my work by the Smithsonian Institute has been a sweet success for me for two reasons:
1) It’s my academic work that is being celebrated.
2) How many people (still living) can claim a place in the permanent FOOD exhibit of the Smithsonian Museum of American History? Cool, right?
Plus, the Smithsonian named me A Woman to Know and one of seven Latinas who has most influenced American culture! This has allowed me opportunities to speak in many museums and educational institutions including The Atlanta History Center, Duke University, The Universidad Francisco Marroquín in Guatemala, and of course, at the Smithsonian itself.
There are many ways to peel an onion. There are only a few awards.
The fact that my work has been celebrated by The Washington Post, The New York Times, The Chicago Tribune, and so many more publications is also a measure of success.
But mostly, in my mind, success is the fact that I get to do what I love while getting paid to do it!
There is no room for envy or bitterness when I don’t get an award or a nomination; instead, there is real joy in celebrating my friends’ victories.
There is enough goodness for everyone to share. So, onward and forward!
***Not So Secret Agent Side Note: Since Sandra will forever remain as humble as possible, it would be doing a discredit to readers not to share the WashPo article she references. G. Daniela Galarza covers Sandra’s work in the most beautiful way and the article begins by acknowledging that Sandra wrote Latinísimo with a broken neck. Yup… you read that right. A literal broken neck. Go check out that story***
In this newsletter we talk about the financials behind books deals. I am wondering if you can comment on what the more “hidden” costs are to authors when it comes to writing a book. Conversely, what are some of the monetary benefits? I.e. paid speaking events, consulting/brand recipe development work, etc.
People who haven’t written books have no idea what an advance covers and what expenses are not covered. That—as my wise agent constantly tells me: “always depends”—right?
A friend of mine always told me: “Sandra, do whatever you love and the money will follow.” I am so blessed to be able to say that my advances have continued to exceed the previous ones and that I’ve never regretted accepting (nor passing on) an offer. Otherwise, I’ve been happy with the exchange of things I got for my advances (like a translation to Spanish of an entire book, for instance!).
However, it is very important for prospective authors to know the lesser known costs in writing and promoting a cookbook. For example, not every publishing house pays for photography. I prefer to know exactly what I’m taking to the bank from the start, and not deal with surprises as I write the book.
Especially when there are so many other costs to consider.
Recipe testing requires a budget for ingredients, time, and effort. As does paying for a recipe tester to cross-test. There are the administrative expenditures that must be covered by an author, like printing, travel for research, and other biggies (like purchasing a new computer when yours fries mid-book!).
Not every publisher offers or pays for a book tour—most of the time, that comes out of the author’s pocket. Then there is opportunity cost—the cost of letting go of other paying opportunities while you write a book, or of taking another job instead. Having said this, there are also monetary benefits such as the fact that authors get invited to speak at events, conferences, or festivals and get paid for their appearances. There are also paying opportunities when one partners with an organization that needs you as the main keynote speaker for fundraising or corporative events. Museums and universities also pay well for presentations—any time you give a lecture affords you the opportunity for remuneration.
Work begets work, and I’ve gotten the attention of many magazine editors who normally wouldn’t have heard of me and who approach me for writing assignments (think of the time this saves you, the author, from having to write queries).
Expertise in a field in which there are few experts creates opportunities to work for corporations—as recipe developers, for example, or as resources for vetting information. I’ve been so fortunate to land many opportunities to develop recipes for brands too, and even guest editor projects for entire magazine editions. If you happen to be a culinary instructor, you’ll find that many high-end travel destinations, cruises, and spas will pay you to teach, and most offer you days of vacation on location as well.
And then there is the beauty of royalty checks…That’s the bonus and the gift that keeps on giving, if you’re lucky.
Look, to me, this career is a business—if it doesn’t pay, it’s a hobby.
Early on in my career my husband told me that if I was serious about doing this, he would always support me. But he wouldn’t subsidize my effort; I had to earn it. It may sound harsh to you, but to me it was the challenge I needed to make this career work. I’ll always be grateful to him for encouraging me to fly on my own.
What is something we wouldn’t know by looking at you or reading your work?
That I am resilient—not even a broken neck and near-death experience could prevent me from publishing my latest book. And also, that I am my worst critic.
Sandra, thank you so much for taking the time to share your insights with Not So Secret Agent readers. I am sure I speak for many when I say, people want to connect with you and support your incredible body of work. What is the best way they can show up for you?!
a. Please follow me on social media by looking for me: @sandralatinista
b. If you are so inclined, please buy my book (s)! (see bio and links below!)
c. Spread the word if you like my work.
d. And lastly: Hire me to write for you!
Well readers, I hope you can see why I chose to interview Sandra Gutierrez for my first guest author interview. Her spirit and expertise are as big as her heart. I have the tremendous honor of not only representing her literary work but also of calling her my friend. Thank you for taking the time to read more about this extraordinary human.
~Sally~
P.S. Scroll to the bottom for our next chance to hang out for a birthday inspired AMA!
About Sandra A. Gutierrez
In a career that spans more than two decades, Sandra A. Gutierrez, journalist, author, food historian, and professional cooking instructor, has taught thousands how to cook.
Born in the USA, this bilingual, award-winning journalist and author of five cookbooks is considered one of the top national experts on Latin American Foodways and on the United States Southern Regional cuisine.
She is the former food editor for The Cary News. Sandra has over 3,000 original recipes and over 1500 articles published worldwide. Her books have won her special recognition from The New York Times, The Boston Globe, The Washington Post, and the Wall Street Journal among others.
Sandra is a frequent speaker at conferences, universities, and literary festivals, among them: The International Association of Culinary Professionals (IACP), Southern Foodways Alliance, The Smithsonian National Museum of American History, The Anacostia Community Museum (Smithsonian Institute), The North Carolina Museum of History (Raleigh), The Levine Museum of the New South (Charlotte), The Atlanta History Center, Duke University, The University of North Carolina in Chapel Hill, and others.
Sandra has appeared in numerous television shows, including the nationally syndicated Daytime TV show on NBC and in Vivian Howard’s Somewhere South (for which she was on the Advisory Board). Sandra is a founding member of the North Carolina Chapter of Les Dames D'Escoffier.
A frequent judge for major food writing awards, in 2017, Sandra was awarded the M.F.K Fisher Grand Prize Award for Excellence in Food Writing. Sandra’s work and life story were featured in the Exhibit Gateways/Portales at the Smithsonian Anacostia Community Museum from 2016-2019. In 2019 her work and culinary objects became part of the permanent FOOD exhibit at the Smithsonian National Museum of American History. On September 15, 2021, in celebration of Hispanic Heritage Month, Sandra was honored by the Smithsonian Institute as a “Woman to Know” and one of seven “Latinas who shaped American culture.”
Her Books:
The New Southern-Latino Table: Recipes that Bring Together the Bold and Beloved Flavors of Latin America & The American South (UNC Press 2011). It was featured in the Gateways Exhibit at the Smithsonian Institute Anacostia Museum from 2016-2018).
Latin American Street Food: The Best Flavors of Markets, Beaches, and Roadside Stands from Mexico to Argentina (UNC Press 2013).
Empanadas: the Hand-Held Pies of Latin America (ABRAMS 2015); winner of a Gourmand Award for best single-subject cookbook in the United States.
Beans and Field Peas: A Savor the South Cookbook (UNC Press 2015).
LATINÍSIMO: Home Recipes from the Twenty-One Countries of Latin America (Knopf 2023)
COOKBOOK PUBLISHING AMA
November is my birthday month and this year all I am celebrating a fun milestone.
The big 4-0!
To mark the occasion I am hosting a virtual zoom party for Not So Secret Agent readers.
SAVE THE DATE! Thursday November 21st (my actual birthday is on the 27th) from 12-1ET.
Zoom info will be sent to all subscribers in November.
My Not So Secret Agent corner of the internet has been a gift to me. To say thank you I want to hang out and answer your publishing questions.
Festive attire encouraged!
Yes to Nava Atlas's Comment: "two women at the top of their game." Both interviewer and interviewee continue to knock it out of the park in this second inning. Baseball metaphors?? Well, our food world and baseball both have "home plates" in common, plus it's almost time for World Series, isn't it?
My esteem for both "players" skyrockets even higher. Will be sharing this article with Sandra's childhood friend -- and my new acquaintance -- an unexpected, serendipitous connection made a few nights ago among tablemates at 10th Annual Smithsonian Food History Gala where Alice Waters was feted by all nine prior honorees.
This two-part interview has been so valuable and enlightening! Sally and Sandra, two women at the top of their game, have made the best kind of magic happen through talent, dedication, and hard work. Thank you for putting this together and sharing.