Writer Michael Ruhlman (Photo by Donna Ruhlman)

Our industry needs writers willing to embrace the digital future of food writing. Michael Ruhlman, an award-winning cookbook author, dove in. He embraced blogging a few years ago and has now has regular income based on it. Next he put out apps on mobile devices based on his books.

As part of a team, Ruhlman created three apps and he’s in development on the fourth. They are:

1. The Ratio app for the iPhone and iPod. At $4.99, Rulman says the app has sold 11,000 copies, and continues to sell at the rate of 50 per week. Apple takes 30 percent off the top. The team of Ruhlman, the developer, and the designer (Leah McCombe) split the rest. The team worked on spec (basically for free) in exchange for royalties. Ruhlman is working on an enhanced Ratio app for the iPad with the developer, Sideways.

2.  The Ratio Android app. Not quite as popular, it sells 1 for every 10 sold on Apple. The same team created it and splits the revenue.

3. The iPad Bread Baking Basics. It sells for $1.99. The team comprised Ruhlman; his wife Donna Ruhlman, who shot the photos; and the developer, Will Turnage of R/GA.

4. An iPad app based on his forthcoming book, Ruhlman’s 20. Ruhlman is currently in negotiations with Chronicle Books.

Ruhlman spoke to to members of the International Association of Culinary Professionals on a teleforum last week about apps, and I followed up with this interview.

Q. Why did you decide to make an app from your book Ratio?

A. Because the concept lends itself so beautifully to what a smart phone can do. There’s enough people who have mobile phones and enough people who cook to make it valuable.

Q. What is a good app?

A. Something that’s useful, encourages people to cook, and makes cooking easier and more fun. It does something no other device can do in the kitchen. It does more than just show you videos – which you can watch on TV; or show you a recipe – which you can see in a cookbook.

It does this: I want a thin crisp chocolate chip cookie, but my son wants a fat cakey cookie. A good app lets you alter recipes based on preference or quality. It’s scalable and creates a different recipe depending on what I want. Cookulous does that.

Q. Why should food writers develop an app?

A. I don’t think they should, unless they want to. Eventually there will be actual money in it, and that’s why publishers like Chronicle are investing in it.

Q. What kind of skills do writers need to do an app?

A. They need an imagination and an understanding of digital devices and what they’re capable of doing, and how to make them do new things. Otherwise it’s all the same stuff. People who know how to cook, have culinary knowledge, and cook well and have valuable info to give need to be very creative in new ways to use the technology.

Q. How much does it cost to develop an app?

A. I was lucky. I had no up-front costs. I’ve heard anywhere from $10, 000 to six figures.

Q. Can you really make any money?

You can if you are a gamer. Come up with the next Angry Birds for cooking!

Within 10 years, smart devices are going to be as common as television. Anyone who gets in now is getting in early, getting their foot in the door.

Q. Do food writers have to become photographers and videographers to do this work?

If they can do it well, it certainly helps. Video is hard to edit, it just takes time. It gives me a headache. I need to pay some geeky film student, or find someone who’s a foodie and wants to practice.

Q. Should food writers be thinking about an app when they propose the next book to an agent or publisher?

A. Yes to an agent, if they have a good idea. Yes to a publisher, if the publisher is publishing digital products.

Q. How do publishers pay writers for apps?

A. You’re generating a different kind of content from a static book, so it should be worth more. You should get a separate advance from your book. They might want you to create videos (for an iPhone app). Publishers should pay extra for that. Authors need to be more savvy about what they’re giving up.

The morning started innocently enough. I decided to make Mark Bittman’s muffins as a treat, instead of the usual cereal or toast. After all, Valentine’s Day demands special effort for a special day.

But then I noticed I only had a half a cup of applesauce, and needed a cup, so I had to make more. I made my husband get up from reading the Sunday comics to stir.

And then I remembered I had made roast chicken the other night because Ruhlman said any idiot could do it, so I felt qualified. It turned out fine, but  I also discovered why I stopped making roast chicken at high temperatures: it throws fat everywhere and destroys the oven. Now the oven had to be cleaned, or it would smoke and perfume my special Valentine’s Day muffins with essence of burned poultry fat.

So while I prepped the wet and dry ingredients for my special treat for my husband, he cleaned the oven on his hands and knees. I was so distracted I forgot the sugar.

Finally, at 1 p.m., we sat down to fresh muffins, fruit and yogurt. I asked my honey if he liked the muffins. He said they were “okay.” We’ve been married so long (20.5 years) I knew what that meant.

Crestfallen, I asked if he would have preferred a big ham and cheese omelet instead of this healthy treat, which I realized appealed more to me than him. He said no. “Just next time, add the sugar.” And then he kissed me.

(Photo of sugarless applesauce muffins by Owen Rubin).

I’m  adjusting to this new format of food writing and blogging conference, where hanging out is a big part of the day. Today I’ve walked along the beach in the surf, done yogalates with David Lebovitz and Matt Amendariz, gave Nancy Hachiso a quick Twitter lesson, had lunch with Michael and Donna Ruhlman, and now I’m sitting in the bar, waiting for the presentation at 3 p.m.,when Jaden Hair and David Lebovitz discuss book proposals, with a handout from me.

You’ll just have to join us next year. Really. You can relax and network simultaneously. And the presentations have been excellent. See this post from Diane Cu of White on Rice for a report on food writing, food styling and photography.

In Michael Ruhlman’s  talk abut the writing process, Stephanie Stiavetti asked about burnout. Michael said to just turn off the social media and do the work (Wait! Not yet!).

“Be ruthless. Make 2-3 hours of dedicated, focused writing time with no one intruding,” he advised.”Turn off email and Facebook. Don’t you dare click that get mail button.” That got laughs of self-recognition from the crowd, many of whom are Twittering (see #fbcamp).

It made even more sense when he asked if you would you invite a crowd into your office when you had work to do. No. Now, back to your writing, which I hope was already in progress. Thanks for dropping in.

See further posts here:

Food Blogger Camp, Part 1 (David Lebovitz)

Food Blogger Camp, Part 2 (David Lebovitz)

All I Got From Food Blogger Camp… (Steamy Kitchen)

Food Blogger Camp: Food Writing, Photography & Styling Tips (White on Rice Couple)

Food Photography, Getting a Cookbook Deal & Zihua Market (White on Rice Couple)

Food Blogger Camp at Club Med Ixtapa (Dianasaur Dishes)

Clicking the Mental Refresh Button in Ixtapa (Foodspiration)

Food Blogger Camp Part Uno (A Beach Home Companion)

Food Blogger Camp Part Dos (A Beach Home Companion)

Food Blogger Camp Part Tres (A Beach Home Companion)

Food Blogger Camp Tips & Insights (Dianne Jacob)

Sensuous Writing with Corn Pops (Dianne Jacob)

Eating in Paradise (Frantastic Food)

Sunset (Frantastic Food)

A Day at the Beach (Frantastic Food)

And He Said, “Let there be light” (Frantastic Food)

Constants (and Tequila) (Vanilla Garlic)

Zihuatanejo Market: A Short Tour (Vanilla Garlic)

Food Blog Camp Flickr Pool (Photos)

Food Blogger Camp: Ixtapa, Mexico 2010 (RecipeGirl)

Ixtapa Food Blogger Camp Recap (Wasabimon)

Food Blogger Camp Top 10 (Matt Bites)

Let’s hit the beach, bask in the sun and get to know each other. I’m delighted to announce the first annual Food Blogger Camp at Club Med Ixtapa Pacific in Ixtapa, Mexico, January 9-16, 2010.

Club Med is giving away accommodations for seven nights, coach airfare, and a scholarship for one sweepstakes winner. You’ll get to meet and hang out with me, plus some of the most talented food bloggers, authors, and food photographers in the business.

At the Boot Camp, we’ll have workshops on how to improve blogging, photography and multimedia skills. I’ll lead a workshop on writing with the senses, and I know I’ll chime in when Jaden Hair and David Lebovitz share their stories on getting published, including drafting a proposal and working with or without an agent. We’ll also take a walking tour of the Zijuatanejo market, taste tacos and tequilas, visit a fisherman’s market and talk with local farmers about sustainable agriculture.

This event is open to all food bloggers. Please read the contest rules before entering. To enter, just leave a comment below, with a link to your blog in the URL. To increase your chances, add a comment on the participating blog sites of these instructors:

• David Lebovitz
• Diane Cu and Todd Porter, White on Rice Couple
• Jaden Hair, Steamy Kitchen
• Matt Armendariz of Matt Bites
• Michael Ruhlman.

You can also have an extra entry here at Club Med during the contest run dates.

The contest begins now and ends on Sunday September 13, 2009 at 11:59 p.m EST (US). Club Med will draw a winner at random from comments on participating websites and Twitter followers on or around September 15, 2009. The winner may bring a guest for the discounted price of a double occupancy room. Guest airfare is not included. If you have already paid and win the sweepstakes, Club Med will refund your payment.

To book the trip:

1. Scroll to the bottom of the page and click “CLICK HERE TO BOOK.”

2. Use Login: blogger, Password: 160606 to get the Food Blog Camp discount price of $599 to $999 (US) based on double-occupancy and length of stay.

3. On the drop-down menu, choose “Ixtapa.” Type in the dates January 9-16, and 7 days. The booking page will open showing the discounted price just underneath the regular price. (It should say “Best Available Offer: Food Blogger Camp.”)

For questions, call 1-888-WebClub. See you there!

9/15/09: Congratulations to sweepstakes winner Casey Barber of Good. Food. Stories.

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