Total Pageviews

Tuesday, November 1, 2011

Asian Tofu Update: Jacket Blurbs & Early Reviews

Asian Tofu Update: Jacket Blurbs & Early Reviews - Viet World Kitchenwindow.fbAsyncInit = function() { FB.init( { apiKey: 'a279adbe87e2b3c505e777af99a5260d', xfbml: true } );};( function() { var e = document.createElement( 'script' ); e.async = true; e.src = document.location.protocol + '//connect.facebook.net/en_US/all.js'; document.getElementById( 'fb-root' ).appendChild( e );} )();Viet World KitchenHomeArchivesRecipe IndexVWK StoreClasses + EventsFavorite SitesAbout MePermission and CreditWelcome to Viet World Kitchen where I explore the culinary traditions of Vietnam and the rest of Asia. Join me to learn, create, and contribute!

Andrea Nguyen
Author & Teacher

Send a messagePrint + Digital Publications

Asian Tofu
Pre-order at Amazon, Barnes & Noble, iBooks

Asian Market Shopper
mobile app is here!
Available at iTunes store

Asian Dumplings
Info on e-book w/ videos!
Available at: Amazon, Barnes & Noble, iBooks

Into the Vietnamese Kitchen
Available at: Amazon, Barnes & Noble, iBooksRecent PostsCrunchy Shrimp Balls Recipe (aka Chef's Special Balls)Banh Mi Mayonnaise Recipe for Burgers? Pork Blood Pho: Is it True or New?Asian Tofu Update: Jacket Blurbs & Early ReviewsRuhlman’s Twenty Leads to Kaffir Lime Fried Chicken RecipeGluten-Free Asian Dumpling Dough: Uses Beyond Pot StickersGluten-Free Pot Stickers: Recipe Trial 3Gluten-Free Pot Stickers: Recipe Trial 2Asian Market Shopper app in action! (video)Asian Tofu Update: Second Pages and Photo Proofs!Awards + Praise
James Beard Foundation
Award Finalist

2007 Best Asian Cookbook

IACP Awards Finalist
2010 Best Single Subject Cookbook
2007 Best First Book
2007 Best Int'l Cookbook

National Public Radio
Best 10 Cookbooks of 2009

Cooking Light Magazine
Oct. 2009 "Editors' Dozen" Top Picks
2010 Editors' Favorite Cookbooks

CHOW.com
Winter 2009 Gift Guide

Become a Fan ( function() { var container = document.getElementById( 'facebook-like-container' ); if ( container ) { var e = document.createElement( 'fb:like-box' ); e.setAttribute( 'href', 'http://www.facebook.com/vietworldkitchen' ); // FB.XFBML.Element._getPxAttribute dies with an error in IE // if the value of "width" is set to an integer, not a string. e.setAttribute( 'width', container.offsetWidth + 'px' ); e.setAttribute( 'connections', '0' ); e.setAttribute( 'stream', 'false' ); e.setAttribute( 'header', 'false' ); container.appendChild( e ); } } )(); « Ruhlman’s Twenty Leads to Kaffir Lime Fried Chicken Recipe |Main| Pork Blood Pho: Is it True or New? »

October 17, 2011Asian Tofu Update: Jacket Blurbs & Early Reviews

image from www.flickr.com

Whew! The book went to press a little over a week ago, on October 7. The Ten Speed Press crew gave it one last look, made a few minor adjustments, and then sent the files into production. The next time that I see the book will be in 2012, when Asian Tofu comes back printed and bound, ready for release on February 28.

Among the final tasks was polishing the jacket – the first thing you’ll see when you hold the book in your hands. Book jackets are not just about being pretty. They are integral to how a work is packaged, as if they’re a thoughtful gift wrapping job.

Ideally, a jacket conveys the essence of the work, provokes reader interest, and says something about what’s inside. It serves as a communication tool whether you have the book facing up or down, slid between other books on a shelf, or opened to the back or front cover.

Given these factors, there’s a lot going on in the jacket that you see at the top of this post. Art director Betsy Stromberg and editor Melissa Moore consider each element for the jacket’s front, back, spine, and flaps (the ends that fold over the hard cover). In the image above, imagine it as a long piece of paper that you wrap around the book. The far left would be the inside flap of the back cover.

And if you've been keep up with the production process of this book, you'll notice that the cover has changed a touch with the final version: the “Asian Tofu” title in white. It's easier to read and pops more than the reddish-brown used in the earlier version

Book Jacket Endorsements 

One of the most important parts of the book jacket is the endorsement section – advance reviewer comments. Such comments are commonly called “blurbs,” which seems to reduce their value despite their vital role in lending credibility to a work.

During the production process, Melissa and I reached out to a select group of individuals, asking if they would review Asian Tofu for a potential endorsement. If they agreed, Melissa sent the initial proof pages.

Even though potential reviewers may be my colleagues and friends, I never want or expect them to say something inauthentic. They should be as objective as possible. Readers will immediately spot overly sugar-coated pronouncements. I approach the blurb process with utmost professionalism.

Frankly, not every person who agrees to review my work ends up blurbing. I don’t take that personally. It takes time to peruse a book and craft a statement.

Yowza, for Asian Tofu, reviewers submitted these generous comments:

“Serious tofu lovers (and that includes me) will be amazed by the recipes and lore in Andrea Nguyen’s masterful new book. Those more skeptical will become immediate converts to one of the world’s most elemental, versatile, and delicious foods.”
— James Oseland, editor-in- chief of Saveur and author of Cradle of Flavor

“Andrea Nguyen’s exquisite book restores tofu to its proper place—one based on deep craft, elegance, and imagination. Here is tofu in its Asian context where it is deeply appreciated for its goodness, not the promises for health we Westerners have endowed it with. An altogether gorgeous work, Asian Tofu not only answers whatever questions you might have about tofu, but is graced with the author’s adventures on the tofu trail.”
— Deborah Madison, author of This Can’t Be Tofu! and Vegetarian Cooking for Everyone

“Andrea Nguyen has done it again, taking another subject that crosses many cultural lines—and can be a touch intimidating—and demystifying it, making one immediately want to try these techniques and recipes. The Homemade Tofu Tutorial at the beginning is inspiring and worth the price of admission alone.”
— David Kinch, chef-owner of Manresa restaurant

“This book is worth buying just for the glorious Tofu Chicken Meatballs in Lemongrass Broth. But it is full of other tofu wonders from up and down the East Asian coast such as Soft Tofu and Seafood Hotpot and Savory Tofu Pudding. It will find much use on my shelf.”
— Madhur Jaffrey, actress, cookbook author, and TV journalist

If you don’t know these people, they are among the most respected authors and chefs in the industry. I was honored -- flat out stunned by their thoughtfulness. We promptly added their comments to the back portion of the book jacket: 

image from www.flickr.com


Other Early Responses

Bound galleys of the book were also been sent out to various media outlets. This is traditionally a quiet time in the book making process but with social media these days, you never know.

In late September, acclaimed author and Martha Stewart Living columnist, Lucinda Scala Quinn, gave the book this shout-out:

@aqnguyen: biggest hole in my library is Tofu. Reading/LOVING your galley. Can't wait for the book. Best, LSQ
— Lucinda Scala Quinn via Twitter, 9/27/11

A few weeks later, Food and Wine magazine’s test kitchen tweeted that they’d worked through one of the recipes:

#testkitchentease spotlights a meatless marvel. Tofu and cell noodles mimic pork in@aqnguyen’s brilliant rolls: fandw.me/oODVDa
— Food & Wine via Twitter, 10/7/11

Who would have thunk that tofu would draw such positive? It’s pretty darn cool. Okay, I’m totally stoked.

For more information, hop over to the Asian Tofu cookbook overview page, where you can read the book description, check out the list of incredible folks who comprised mighty team tofu, and get details on availability and pre-ordering the hardcover and e-book editions.

That said, we're now plotting and planning cool enhancements for the digital book.  Stay tuned and thanks for your support and interest!

More posts on cookbook making:

Asian Tofu Update: Second Pages and Photo Proofs!Asian Tofu Update: Cover EvolutionAsian Tofu Update: First PagesBehind the Scenes of the Asian Dumplings Photoshoot (with photographer Penny De Los Santos and stylist Karen Shinto)Creating Ethan Stowell's New Italian Italian Kitchen: Interview with editor Melissa Moore (for more details on how cookbooks are made) How to Get a Cookbook PublishedPosted in Asian Tofu, Books |

| | | |

Comments

Feed You can follow this conversation by subscribing to the comment feed for this post.

Gastronomer

Congrats, Andrea! This book is going to be another big hit for you! Who knew tofu was such a sexy topic?

Posted by:Gastronomer |October 17, 2011 at 10:34 PM

Andrea Nguyen

Gastronomer: Isn't it crazy? I was just hoping to get dau phu/dau hu some R.E.S.P.E.C.T.

Posted by:Andrea Nguyen |October 18, 2011 at 10:58 AM

wotten wayne

Damn, you're good! You've every reason to be proud of those comments---props for such positive shout-outs from biggies in the industry!

Posted by:wotten wayne |October 18, 2011 at 03:11 PM

Bee

Congratulations Andrea. Love the jacket. :)

Posted by:Bee |October 18, 2011 at 06:21 PM

Lori

I'm really looking forward to Asian Tofu!

Posted by:Lori |October 18, 2011 at 07:29 PM

Jenn Carbin

Book blurbs can be fun but I've heard authors themselves lament that they are typically a one-hand-washing-the-other kind of media whoring. I didn't think the industry took them seriously, just that they were there to sell---

Posted by:Jenn Carbin |October 26, 2011 at 08:57 AM

Verify your Comment Previewing your CommentPosted by:  | 

This is only a preview. Your comment has not yet been posted.

Working... Your comment could not be posted. Error type: Your comment has been posted. Post another comment The letters and numbers you entered did not match the image. Please try again.

As a final step before posting your comment, enter the letters and numbers you see in the image below. This prevents automated programs from posting comments.

Having trouble reading this image? View an alternate.

Working...

Post a comment Comment below or sign in with TypePad Facebook Twitter and more... You are currently signed in as (nobody). Sign Out (URLs automatically linked.)

Your Information

(Name and email address are required. Email address will not be displayed with the comment.)

Name is required to post a comment

Please enter a valid email address

Invalid URL

Working... Be Connected Get news via RSS or email
 Get updates in Facebook
 Follow me on Twitter
Search VWK

Share Shots#flickr_badge_source_txt {padding:0; font: 11px Arial, Helvetica, Sans serif; color:#666666;}#flickr_badge_icon {display:block !important; margin:0 !important; border: 1px solid rgb(0, 0, 0) !important;}#flickr_icon_td {padding:0 5px 0 0 !important;}.flickr_badge_image {text-align:center !important;}.flickr_badge_image img {border: 0px solid black !important;}#flickr_badge_uber_wrapper {width:150px;}#flickr_www {display:block; text-align:center; padding:0 10px 0 10px !important; font: 11px Arial, Helvetica, Sans serif !important; color:#3993ff !important;}#flickr_badge_uber_wrapper a:hover,#flickr_badge_uber_wrapper a:link,#flickr_badge_uber_wrapper a:active,#flickr_badge_uber_wrapper a:visited {text-decoration:none !important; background:inherit !important;color:#3993ff;}#flickr_badge_wrapper {background-color:#ffffff;border: solid 1px #000000}#flickr_badge_source {padding:0 !important; font: 11px Arial, Helvetica, Sans serif !important; color:#666666 !important;}www.flickr.comitems in Viet World KitchenMore in Viet World Kitchen pool. Add yours!RecipesAppetizer and Snack RecipesBanh (Crepes, dumplings, cakes, bread) RecipesBanh Mi Sandwich RecipesBasic Sauces, Stocks and Garnishes RecipesChile Sauce RecipesClaypot (Kho) RecipesDeep-Fried RecipesDessert and Sweets RecipesDipping Sauces RecipesDrink and Beverage RecipesGluten-Free RecipesGrilled RecipesMain Course RecipesMeat RecipesNoodles RecipesOne-Dish Meals RecipesPho RecipesPoultry and Egg RecipesRice RecipesSalad RecipesSeafood RecipesSoup RecipesStir-Fry RecipesStreet Food RecipesVegan RecipesVegetable Sides and Pickles RecipesVegetarian Recipes Vietnamese RecipesNon-Vietnamese RecipesViet World Kitchen | Copyright 2002-2011 by Andrea Nguyen | Privacy Policy

document.write(unescape("%3Cscript src='" + (document.location.protocol == "https:" ? "https://sb" : "http://b") + ".scorecardresearch.com/beacon.js'%3E%3C/script%3E"));COMSCORE.beacon({ c1: 2, c2: "6035669", c3: "", c4: "http://www.vietworldkitchen.com/blog/2011/10/asian-tofu-book-jacket-early-reviews.html", c5: "", c6: "", c15: ""});

View the original article here

No comments:

Post a Comment