The Food Network Utilizes Blogs to Market Its Newest Cookbook

The folks over at the Food Network are certainly mastering the art of creative marketing when it comes to their newest cookbook - How to Boil Water: Life Beyond Takeout. The cookbook was released on August 22, 2006.  The marketing campaign has lasted much longer than that and is utilizing blogs and MySpace as an integral part of its scheme.  Surprisingly, the Food Network is one of the only companies taking advantage of the exposure that can be gained through blogging and MySpace. 

The cookbook has its very own MySpace page, just as many movies and television shows are doing lately. The MySpace page promotes the book and also evidences a quirky sense of humor. Under the favorite television listings, the authors have posted the Food Network logo and the following: "And we also secretly love Spongebob; he's a cook."  The profile also jokingly states that the Food Network Kitchens are Female, 21 years old, and located in New York.

Such an advertising campaign might find the same acceptance out in the Mainstream Media and it is certainly smart of the Food Network to take advantage of the forum and audience of MySpace.  It is even smarter of the Food Network to tailor the page to its audience.

The Food Network is also utilizing its own website to sell How to Boil Water.  The Food Network Behind the Scenes blog has and entry written by professionals who work in the Food Network Kitchen.  The post includes an explanation of the genesis of How to Boil Water.  It explains that after being asked by friends and family for "shopping tips, menu advice and recipes," they decided to write How to Boil Water as a stand-in for "that expert friend teaching you essential techniques and helping the kitchen make sense."