Why Physical Cookbooks and Digital Subscriptions Actually Complement Each Other

When CKBK launched, many publishers worried that digital cookbook access would cannibalize print sales. But founder Matthew Cockerill discovered the opposite: his subscription platform actually drives physical cookbook purchases while serving different user needs. His experience debunks the cannibalization myth that haunts many content industries.

On the Levels Podcast, Matthew explained how digital and physical cookbooks serve complementary rather than competing purposes. His insights offer valuable lessons for any platform operating in industries where digital and physical products coexist.

The Industry Fear

When CKBK began approaching publishers, many expressed concern that digital access would eliminate demand for physical cookbooks. This fear seemed logical - why would someone buy a book they could access through a subscription?

"Obviously, if you want to be super, super risk averse, then some people just say, if we are in a digital world, maybe people will never buy a print book again."

This cannibalization concern had precedent in other industries where digital alternatives had disrupted physical sales. Publishers worried about repeating the music industry's painful transition to streaming.

The Reality of Complementary Use Cases

Years of operation proved that digital and physical cookbooks serve different purposes rather than competing for the same use cases. Users appreciate both formats for different scenarios.

"In practice, it's just we've got now many years of experience showing that that isn't true. The different channels very much add to each other."

Physical cookbooks provide browsing pleasure, gift value, and coffee table appeal, while digital access offers kitchen practicality, searchability, and comprehensive access.

Digital Discovery Drives Physical Purchases

Rather than replacing physical books, CKBK often introduces users to new authors and cuisines they then want to own in print format.

"People tell us they bought lots of books through discovering them through book. So we, obviously publishers are happy for us to have that button there."

This discovery-to-purchase pathway creates new revenue streams for publishers rather than cannibalizing existing sales.

Different Value Propositions

Physical and digital cookbooks deliver fundamentally different types of value that appeal to different aspects of the cooking experience.

"There's a little bit of a difference there compared to it with music even with music it's kind of divided up in a funny way and there's this whole genre now of vinyl has a resurgence of popularity but in general much more so than even vinyl a physical cookbook has got certain things about it as a tangible thing which people like."

Physical cookbooks offer tactile pleasure, visual beauty, and permanent ownership that digital formats can't replicate.

The Kitchen Practicality Factor

Digital cookbooks excel in actual cooking scenarios where physical books often fall short. Users can access recipes on phones that resist kitchen spills, automatically convert measurements, and integrate with shopping apps.

"You know, your phone, you can wipe the screen. We have it so the phone doesn't dim while you're accessing it on the app. And in general, it's about, we have a pinned recipe feature, so if you're cooking three recipes at once, you can just pin all three of them at the top of the screen and switch easily back and forth between them."

These practical advantages make digital access valuable even for users who own physical copies of the same cookbooks.

The Gift and Display Market

Physical cookbooks continue to thrive in gift and display contexts where digital alternatives provide no value. Beautiful cookbooks serve as coffee table books, gifts, and kitchen décor in ways that subscription access cannot.

"And in general, much more so than even vinyl a physical cookbook has got certain things about it as a tangible thing which people like."

This gift market represents a substantial portion of cookbook sales that digital platforms don't threaten because they serve completely different purposes.

User Behavior Patterns

CKBK users often follow predictable patterns: they discover recipes digitally, test them through the platform, then purchase physical copies of cookbooks they find particularly valuable.

"But on the other hand, knowing that there are recipes in it which you're going to cook helps you to think, is it worth spending 25 quid on? So people often say, yeah, I tried out some recipes, really good, and that convinced me to buy it."

This "try before you buy" behavior reduces purchase risk and actually increases physical book sales by helping users identify cookbooks they'll genuinely use.

The Space Constraint Reality

Many potential cookbook buyers face practical limitations that digital access solves without eliminating interest in physical ownership.

"Right, so there's a whole bunch of people who say, you know, I cannot buy any more books on practical grounds. I've been banned from buying more books. But I'm so pleased to have discovered your site where I can continue my obsession."

These users maintain their interest in cookbook content while addressing space constraints through digital access. They often still purchase physical copies of truly exceptional discoveries.

Multi-Channel Publisher Strategy

Forward-thinking publishers recognize that digital and physical sales represent different market segments that can coexist profitably.

"The way that works is that those publishers really buy into the fact that each of these different channels is complementary. The value of a book in print is different from the value of a book when you're accessing it on a phone."

Publishers can maximize revenue by serving both markets rather than choosing between them.

The Ebook Parallel

Matthew draws parallels to the broader ebook market, where fears of print cannibalization proved largely unfounded.

"I mean, that experiment played out already in the kind of ebook world broadly, right? All the publishers were afraid that when ebooks became a big deal and they were all priced at, you know, $2.99 or $3.99 that everyone would stop buying print books. And actually, print books have been like steadily still growing throughout the whole rise of the ebook."

This broader market evidence supports the complementary rather than competitive relationship between digital and physical book formats.

Seasonal and Situational Use

Users often prefer different formats depending on circumstances. Digital access works well for quick weeknight cooking, while physical books appeal for leisurely weekend browsing or vacation reading.

"And when it comes to cookbooks, you know, if someone is on holiday, what you're competing with is basically them Googling and just finding what they can find. And so you're allowing cookbooks into a whole bunch of spaces where otherwise someone would just have been using the free internet."

Digital access captures usage scenarios where physical books aren't practical, expanding rather than replacing the total market.

The Cookbook as Object

Physical cookbooks have evolved into beautiful objects that serve purposes beyond pure information delivery. High production values, photography, and design make them valuable as aesthetic objects.

"But to some extent, a large fraction of cookbook print sales has become a bit disengaged from the act of cooking. And that's fine because often the very active kind of browsing and whatever is fine."

This aesthetic appreciation creates demand that digital platforms cannot satisfy, ensuring continued market for physical books.

Convenience vs. Ownership

Digital platforms excel at convenience and access, while physical ownership provides permanence and collection satisfaction. Users value both attributes for different reasons.

The subscription model addresses the "what should I cook tonight?" problem, while physical ownership satisfies the "I want to support this author" or "this belongs in my collection" desires.

Marketing Synergies

CKBK's digital presence creates marketing opportunities for physical cookbook sales through social media sharing, email newsletters, and author collaborations.

"And at the end of the day, when you're competing against other publishers, you want people to be discovering your book, you want people to know that book exists. And being on Cookbook and being promoted through our social media and having people talking about your book and posting reviews about your book, that's all helpful to creating buzz and getting your print books sold as well."

This marketing amplification benefits publishers by increasing awareness and driving both digital engagement and physical sales.

The Discovery Problem Solution

Digital platforms solve the cookbook discovery problem that traditional bookstore browsing couldn't address effectively. Users can explore vast libraries without physical space constraints or purchase commitments.

This improved discovery often leads to physical purchases of books users might never have encountered otherwise, expanding the total addressable market for cookbook publishers.

Future Integration Opportunities

As digital and physical cookbook markets mature, integration opportunities continue expanding. QR codes in physical books can link to digital enhancements, while digital platforms can offer physical merchandise and special editions.

These hybrid approaches leverage the strengths of both formats while creating additional revenue opportunities for publishers and enhanced experiences for users.

Key Takeaways

• Different formats serve different use cases: Physical books excel for browsing and display, while digital platforms optimize for active cooking and discovery
• Digital discovery drives physical purchases: Subscription platforms help users identify cookbooks worth owning rather than replacing the ownership desire
• Space constraints create digital demand: Users facing storage limitations still appreciate cookbook content through digital access
• Gift markets remain physical: Beautiful cookbooks serve social and aesthetic purposes that digital alternatives cannot address
• Marketing synergies benefit both channels: Digital platforms create awareness and buzz that drive physical book sales

Matthew's experience demonstrates that successful digital platforms can grow total market size rather than just redistributing existing demand. The key is understanding that users value different aspects of content consumption and ownership.

Listen to the full conversation with Matthew Cockerill on the Levels Podcast to learn more about building digital platforms that complement rather than compete with physical products.