Now that I have your attention, let me start by saying that "success" in food blogging terms can be measured in many ways.

Some see success in terms of traffic in the millions, others in an audience of two. (Hi mom, thanks for finding my "blob." True story over at Rabbit Food Rocks.) Some want to turn their cyberventures into cookbook or cooking shows. Still others eschew all the talk of numbers (both dollars and page counts) and firmly believe that success can be measured in building a bona fide community that keeps coming back for well-written words, known in the blog biz as (wince alert) content.

Then there are the rock stars of the food blogging establishment, peeps like Ree Drummond who writes under the persona The Pioneer Woman. Check out her impressive stats, courtesy of a recent New Yorker profile: 23.3 million page views per month, 4.4 million unique visitors, a new memoir, The Pioneer Woman: Black Heels to Tractor Wheels–A Love Story, a bestselling cookbook, ad revenue for 2010 at the cool one million mark and counting, oh, and a movie deal, with Reese Witherspoon signed on to star. All this for a gal who chronicles the minutiae of everyday life on an Oklahoma cattle ranch, where she home schools four kids, cooks, and dishes about cleaning out her closet.

Curious about this medium and the food folks who thrive in blogland, I've attended my fair share of blogging meet ups in the past couple of years, including BlogHerFood, International Food Blogger Conference, and, most recently, Camp Blogaway, the second annual sleepover for food bloggers held in the San Bernardino mountains in Southern California. I've also sat in on blogging panels at conferences that include old-media scribes such as the International Association of Culinary Professionals and the Symposium for Professional Food Writers.

What I'm struck by at these sessions is how much the attendees are looking for the keys to success in cyberland. It reminds me of a time, not so long ago, when new writers would pepper panelists at journalism conventions for the one right way to write a pitch letter to break into print magazines, as if starting with "Hi Joe," "Dear Mr. Yonan" or "Yo Joe Yonan" could make the crucial difference between landing a freelance assignment and getting overlooked.

Of course, there are missteps best avoided (if you spell an editor's name wrong you're likely sunk). But the truth is while talent and ideas count, so does experience, connections, timing, and, frankly, a bit of luck. I feel similarly about how things shake out in the food writing world on the Internet.

That said, I offer up five key ingredients gleaned from these long weekend food blogging bashes that may help pave the way to success in the blogosphere, however you define that term. And, thanks for asking, I think I'd choose Cate Blanchett to play me.

5 Keys to Food Blogging Success

Tell stories: Might seem obvious, but having something to say and telling it in an informative and entertaining way is crucial. And, as bloggers like Camp Blogaway keynote speaker Joy Wilson of Joy the Baker exemplifies, it need not be on weighty matters. She writes frequently about the antics of her cat and in two short years saw her readers jump from around 32 to 2 million. (It doesn't hurt that she bakes mouth-watering treats and takes stunning snaps, too, see my next point.)

I'm partial to the prose dispensed by pals Cheryl Sternman Rule (5 Second Rule), Molly Watson (The Dinner Files) and -- rock star alert -- Molly Wizenberg (Orangette, but then savvy blog readers knew that already, right?) Consistently well-crafted tales told with wit and wisdom, typically just once a week, from each of these gals. Newsflash peeps: Pumping out blog copy every day doesn't necessarily make for a great read. Oh, and I'm a food policy wonkette at heart so I read Civil Eats pretty consistently too.

And, here's an interesting tidbit: You know how food blogs are largely about food and frequently contain recipes? Duh. Here's what I've heard confessed recently at these soirees: Many readers gush about being a huge fan of blogger XX, while at the same time confessing to have never, ever, made a single recipe on their site. Wow. Who knew? And what to make of that fact?

Take pretty pictures: It’s not enough to have something to say. Food bloggers need to be food photographers and stylists too. I'm no fan of the term food porn, but I get it, and I like a beautiful image of something scrumptious as much as the next voyeur. Judging by the popularity of such sites as TasteSpotting and foodgawker, I'm not alone. Every blogging conference includes panels on how to perfect your happy snaps. Locally, Heidi Swanson at 101 Cookbooks gets props for her photography; check out BAB contributor Megan Gordon’s 5 Beautifully Photographed Food Blogs post or Saveur‘s recent top picks of pics for more. Speaking of rock stars, at Camp Blogaway there was much twittering (both in the new and old sense of that word) about the appearance of Sarah Gim, founder of TasteSpotting, who seems like a perfectly pleasant person to this visually-challenged photog but was treated like royalty by many of the way more camera-savvy scribes at this event. Clearly, image matters in this medium. Get a pic on TasteSpotting, considered the gold standard of food porn sites, and watch that traffic climb.

Build a genuine community: A well-received panel addressing this very subject occurred at the recent Camp Blogaway, co-presented by my role model in this matter, the consistently generous Cheryl Sternman Rule, and the similarly welcoming Susan Russo of FoodBlogga. In a nutshell: Think about your readers, only promote products you truly value, reach out to new readers and bloggers, champion others, and say thank you. Susan talked about paying it forward and building an authentic following beyond cyberspace (clue: in the real world). Cheryl walks her talk; for a taste, try this bite. My favorite take away from their talk: "Measure your success not in clicks or traffic, but in how well your blog fulfills your personal and professional objectives. Most of all, be kind to yourself."

Be a man: Okay, before all the guys start rolling their eyes here, let me say this: I'm no man hater. I'm a daddy’s girl who adored growing up with four boisterous brothers. I was married to a man for a very long time and we remain firm friends in the Ellen Barkin-Gabriel Byrne kind of way (versus the Ellen Barkin-Ronald Perelman way. No idea what I’m talking about? Take a little pit stop through this New York Times Magazine piece on same and then come back here.) My only child hails from planet XY. Some of my best friends are men…you know where this is going.

Got no issue with the other sex. And yet: Why is it in the blogosphere and at these food writing affairs, which, let's face it, are afloat in a sea of estrogen, do so many men seem to be disproportionately represented in the ranks of speakers and award winners? I'm not the only one who notices. I can only surmise that they simply stand out in an overwhelmingly female field. In true rock star fashion, like Sting, they need only one name to be recognized. Think: Lebovitz, Leite and Ruhlman.

Keep current with social media: Twitter is the new Facebook. StumbleUpon is the new Digg. Video is the new photo. That's right: It's not enough to take fab photos. You have to shoot and edit your own mini-movies now too, another take away from Camp Blogaway, a fact that was echoed at the American Society of Journalists and Authors conference in New York the same weekend, according to food writer friends who attended that event. To which I can only say: Shoot me now.

Speaking of that ASJA conference, the other take-home advice that stood out to me on the Monday morning I scanned email messages coming out of that meeting: Don't let blogging get in the way of your real work. Go figure.

Chances are, if you're here reading Bay Area Bites, you probably read other food blogs, too. From blogs that focus on just one meal a day, to photographers shooting with film, to writers telling stories of people that produce the food you're eating--here are a few food blogs that are not only beautifully photographed but are innovative in the way they approach content.

Sprouted Kitchen

Sprouted Kitchen is the work of Sara Forte and husband/photographer Hugh Forte. Sara left what she calls her "big-girl-career" job in March to pursue cooking and writing about whole foods in an approachable way. Hugh takes the photos for the site, and the two have just secured a book deal which makes those of us who love The Sprouted Kitchen really, really excited. A few recent stand-out posts are the Pear and Buckwheat Pancakes and Rustic Fig and Goat Cheese Pizza. In addition to being one of the prettiest blogs around, Sara's recipes test beautifully; I'm always confident that anything I decide to try from the blog will come out perfectly. And last, Sara's incredibly generous with comments. She usually replies to her reader's comments and is gracious about participating in the community that has, not surprisingly, developed in and around her blog. This is not something that everyone does. It makes you feel at home at Sprouted Kitchen.

The Blue Hour

So The Blue Hour isn't technically a food blog, but it's one of the few sites that I actually visit each and every day. Photographer Brian Ferry lives in London and uses The Blue Hour to post photos about his daily life: from images of meals in a local pub, to blooming flowers, to a button-down shirt draped over a chair in the corner. I'm including The Blue Hour here because food is so much about the simple pleasures of daily life, and there's no one else I can think of that celebrates and captures that better right now than Brian Ferry. Some posts are themed (like this one on shooting out of airplane windows), but most tend to capture the mood of a day, to explore the threads that weave together each hour -- from the mundane to the more monumental. In addition to photos, Brain often offers links to music, videos, and things he likes around the web. His perspective shines through immediately; I'm a fan. I think you will be, too.

Beyond the Plate

In the spirit of full disclosure, I must say that Danielle Tsi, author and photographer behind Beyond the Plate, is a good friend of mine. We met through our blogs, actually, and have developed a great friendship beyond that. Her blog is a mixture of personal writing, pieces on local food purveyors and farmers, and beautiful photography and recipes. Danielle has a way of staging each photo so you feel like you've been invited to sit down to the table -- you feel as though you've been there, you are there. A few of my favorite recent posts from are the Bamboloni and Meyer Lemon Curd (spring encapsulated!) and Pasta Carbonara posts. If you're interested in a food blog that's moving beyond recipes and photos and into engaging stories about real people producing food, this one is it.

What Katie Ate

What Katie Ate is the work of Katie Quinn Davies, a self-taught Australian photographer with one of the most beautiful blogs around these days. Katie's photos have a true tactile quality that make you just want to reach into the frame, touch, and taste. There is a real rustic simplicity and a moodiness in Katie's work that you don't often find in the often uber-exposed photographs from other pretty food blogs. For me, reading a new What Katie Ate post is like settling into an old worn-in leather chair on a Sunday afternoon with a cool drink. It doesn't get much better. From the typewriter-like font to the unparalleled food styling and unique approach to each photo, Katie's work is different and special. A few of my favorite posts are her Black Forest Gateau, Poached Salmon Salad with Crumbled Feta, Chickpeas, and Crispy Capers, and Sunday Morning Baked Eggs.

Simply Breakfast

I love Simply Breakfast. It's a simple blog. It's predictable. You may not necessarily see an image that will floor you with its new approach or unique camera angle. But what Jennifer Causey does remarkably well is to make you excited about breakfast again, appreciate routine and ritual, and long for creating a morning meal that means something--however small and insignificant. It could be as simple as coffee and a scone or a more elaborate meal such as a scramble with mushrooms and onions and a mug of green tea. Sometimes Jen eats out in the morning and photographs that meal, but more often than not, they're a snapshot of how her mornings start at home. For that reason, they're also a chronicle of the turning light, the seasons, and what I imagine are most likely her changing mood and tastes.

Top Row: Richard Pelletier, Pim; Bottom Row: Megan Gordon and Shing Wong

Last week I had the absolute pleasure of taking part in a food photography panel organized by the Commonwealth Club entitled Eat, Shoots and Leaves. There were three of us on the panel: Shing Wong, a professional local photographer specializing in everything from food to weddings and Pim Techamuanvivit of the popular blog, Chez Pim. The ever-gracious Richard Pelletier was the moderator, and helped make the panel much more of a casual conversation than a stuffy, scripted talk.

That evening, we covered aspects of food photography that many folks are curious about: how to start, what equipment is necessary, how to find your own style, and how to market yourself. Here's a little insight into what we had to say:

Jumping Into the World of Food Photography
You've got to begin somewhere and it seems with many people that I've spoken with, it's a bit more accidental than anything. For me, I began my blog A Sweet Spoonful because I love writing and wanted an immediate platform to reach people and talk about food. The photography came second, but has evolved into a very important part of the blog. Pim mentioned how she began blogging so long ago that she didn't really have any models--she just jumped right in. And her photography's changed through the years. These days, she doesn't lug her heavy DSLR camera around while traveling or eating out around town; she prefers a light little Lumix instead as it facilitates capturing a moment and telling a story quickly. She's less intrigued by composing and styling the perfect shot. Shing's story is not uncommon: he has more of a corporate day-job, but is passionate about photography, so he's found a way to make both work and ends up shooting and editing a great deal in the evenings and on the weekends.

Finding Your Personal Style
Richard asked all of us if we have a personal style and what that would be. I spoke about how finding your personal style is so much about finding what is not your style. For me this was huge. I attended a food photography class with a teacher who was very interested in glues, foams, and other tricks to make food look like a perfectly manicured museum object. This isn't real food. Luckily during that particular weekend, I met the lovely Lara Ferroni who has become one of my biggest inspirations. She shoots photos mainly using natural light where food is center stage. Real food. That she's usually made herself. So for beginners who are searching for their own unique style, my advice would be to begin finding who inspires you (and who really does not). And practice. A lot. On your own or with friends. Your style will evolve with time and practice.

A few of my own photos

Preparing for a Shoot
We all chatted about how we prepare to shoot food. Being the type-A personality that I am, I lay everything out (linens, utensils, any props) ahead of time and have a clear sense of what I'm going to try and achieve (or the story I'm going to try and tell) before I've even cooked/baked the dish. I also do a few test shots for lighting to determine which room/area in the house is going to be the best bet given the time of day. Not everyone's like this. Pim is a bit more spontaneous with her photos--probably helped by her travels and need to be quick with her set-up. Shing shoots food at home and has done restaurant photo shoots where you're not so lucky to have a sense of how everything will be before you arrive. Flexibility is crucial here. You'll probably find that your approach aligns nicely with your personality. That being said, be open to surprises and allow yourself to play and break out of your box every now and then. Some of my favorite shots are a direct result of me cutting into cakes and climbing on top of tables.

What About the Ethics of Shooting Food?
Richard raised an excellent point in speaking about the ethics of shooting food, especially in restaurants: do you need to ask? What about if people are in your shots--do you need a release? All of us answered similarly in that we don't get model releases and don't ask permission. Pim had a great point that the second you ask permission to take someone's photo, it becomes much less authentic as they're usually posing for you in some way. In a photography workshop this past year, the fabulous Penny de los Santos taught us to really feel out situations and be aware of people's body language. But otherwise, to just start shooting until it becomes clear that it's time to stop. As far as restaurants, we all discussed not using a flash. This impedes on others' dining experience and, frankly, creates bad photos anyway. And we discussed speed: I find that if I'm focusing on shooting my meal, I'm not really enjoying my meal or who I'm sitting next to. So if I feel inclined to take a photo, I do it quickly and settle into my evening.

How to Market Yourself and Your Photos
As an amateur photographer, marketing yourself is important. Even for Shing, marketing is critical as photography isn't his day-job and it's important for him to remain current on what's going on in the photography world and for his work to be seen. Pim and I both discussed the importance of integrating yourself into your community: if you're a food blogger, get to know other bloggers. Start a discussion with them on their blogs and on twitter. Be authentic and genuine. Be patient--people aren't going to notice your blog and your photos right away. But they will. There are also the photo sharing sites like Foodgawker and Tastespotting that help drive traffic to your blog via a particular photo. And good old-fashioned networking never hurts, either.

Answering Great Questions From the Audience

At the end of the evening, audience members had a chance to ask a few questions. And after the talk was over, folks came up to greet us individually. This was such a wonderful experience for me because I remember being on the other side of the table not all that long ago, and it was an honor to be able to share what I've learned with others. If you're curious about other food-related events the Commonwealth is putting on, check out The Bay Gourmet's Facebook page or the Commonwealth Club's online schedule for more details.

Who are your favorite food photographers right now? Where do you find inspiration?

Here are a Few of My Favorite Food Bloggers/Photographers:

• Christopher Hirsheimer of Canal House is a photo goddess. Acquaint yourself.
  
• Erik Wolfinger shot the Tartine Bread book and the Outerlands Cafe website. His photos are stunningly spare and virtually tactile.
• Katie Quinn Davies pens the blog, What Katie Ate. Her photos stand out from many food blogs in large part due to the unique magazine-style format but also because of her uncanny ability to tell a story and set a mood/feeling with each shot.
• The blog Nordlijus is just so lovely and simple. Each of Keiko's photos quite literally stir up a response or reaction--a tall order for a simple photo. And that's a testament to Keiko's talent.

Photos of the evening taken by the talented photographer, Danielle Tsi. Check out her blog, Bon Vivant to see more of her work!

A few of my pictures from Penny De Los Santos' Food Photography workshop

Last week I had the opportunity to take Penny De Los Santo' food photography workshop here in San Francisco. Penny started as a documentary photographer, but has recently moved into shooting more food. However, her photos aren't glistenny, perfectly placed studio shots (although she's done a few of those, too). Instead, Penny is a magician at lassoing a moment and a sense of place. She takes her background as a documentary photographer and uses it to capture the culture and the stories that take place around the table and in places that people gather.

I was smiling the entire day. But the first smile came when I received a confirmation e-mail from Penny that described what we needed to bring to "make pictures" on Sunday. Then that morning, Penny talked about the difference between taking and making pictures. I've never heard someone speak of photography this way. Essentially, anyone can take a picture, but it takes an understanding of your camera and a certain deliberateness to make a photo. And that's exactly what we worked on. We made photos at Contigo Restaurant in Noe Valley, run by chef Brett Emerson and his lovely wife, Elan.

Capturing a few quiet moments at Contigo Restaurant

Brett and Elan brought out a steady stream of beautiful food, from Spanish hot chocolate and churros to asparagus with a perfectly poached egg, ground almonds and hot paprika. We were blessed to have such a canvas. Then in the afternoon, Penny pushed us to get into the action and get up close and personal with people and situations: we made portraits and street shots in the Mission and then went back to 18 Reasons to critique them and debrief.

Why Food?
Penny mentioned how many of her colleagues scoff at her more recent foray into food photography, which is often thought to be "lighter" than other professional work. But Penny sees food photography in a different way than so many others I've ever come across. "My photos show the story behind the food. They show humanity, " she said in our workshop. And if you look at some of her work from Saveur lately (Did you see that Texas issue?!), this is no joke. Penny elaborates, noting that "Food photos are never just about food. They're equally about people, landscapes, capturing moments, and a sense of place." This is why you don't see a lot of glossy studio shots in Penny's portfolio. She's interested in stories. And she discovers those stories through people: "Food is what connects us. It's a wonderful way to discover humanity."

Penny pushed us to take portraits in the Mission. Here are a few I "made."

A Few Bits of Inspiration
So about halfway through the morning at Contigo, I started jotting down everything Penny said. She was obviously talking about photography, but I began resonating with her tips in a broader sense. I'll refrain from getting too Zen on you, but here are a few lovely quotes that I took away with me that, I think, have broader implications than just photography:

Take risks...a person's reach should be further than their grasp.

Follow your instincts. That's what makes good pictures.

Energy happens when you have energy.

I'm never ever saying no to myself because I want to explore it, uncover it.

Your instincts are the most important element in making a photograph.

Penny de los Santos doing her thing in San Francisco

Penny's Tips on Food Photography
Unlike most professional photographers I've met, Penny is low-key with a capital "L." She seems a little hesitant to talk about her equipment, she only brings one lens out in the field and actually discourages the use of a zoom lens because she thinks it encourages laziness. She's discreet. She doesn't use fancy flashes nor does she have an assistant. She keeps it inconspicuous so she doesn't stand out or draw attention to herself--something you definitely don't want when you're shooting markets in developing countries or a family gathering in a tiny diner in Texas. That being said, Penny has some great tips on capturing a good photo. In them, you won't find technical details on adjusting your white balance or achieving bokeh. The workshop wasn't that kind of gig. Instead, we focused more on the big picture: on loosening up, gathering the gumption to photograph people fearlessly, waiting and listening for the right moment, and constantly thinking about light. Moments, stories, and light. Isn't that what pictures are comprised of in the first place? Here are a few of Penny's tips from the workshop that you may find helpful:

• Light. We've all heard it before: it's all about the natural light. But Penny's adamant about this. She simply won't shoot if there isn't proper natural light. She talks about chasing light and capturing light on location, and describes getting up far before the crack of dawn to do so. No speedlights. No fancy flashes.
• Get in the action: "You have to get in front of people. You need to get all up in there." To do this, she says you must use a fixed lens and just go for it.
• Layers and details are important. Create layers with the foreground and background of a photo: don't just shoot a flat bowl of soup. Add dimension and layers with color, a few glasses in the background, interesting details.
• Telling a story about the food is critical. To do this, vary your angles, seek out the light, and photograph different stages of the meal: in preparation, plated, and in process (being eaten).
• Perspective: Challenge yourself. Try taking photos from above and from below. Shake up the way you usually do things.
• Camera angles and visual pacing: variety is key. You need to work with many camera angles to keep your shots fresh and interesting. Your go-to angles will be the overhead angle (good for food with lots of color), ¾ view, and side view.
• Patience. Wait. When photographing people or scenes, Penny makes people comfortable and then sits back and waits for them to begin acting naturally and forget that she's there.

Great Food Photography Links and Resources
So while Penny's workshop completely changed the way I think about shooting food, I realize ya'll weren't there and some of you may be seeking out specific suggestions on F-stops, flashes, indoor lighting set-ups, and photo editing. If that's you, here are some of my very favorite links on food photography. Most of them are from fellow food bloggers, many who have learned the hard way--by teaching themselves. Unanimous is the advice to shoot often. The only way to learn is through practice. Then, eventually, we'll all be making photos.

• White on Rice Couple has done a great photography series on their blog. Here's their first on Exposure.
• Lolo from Vegan Yum Yum blog details Food Photography for Bloggers.
• Heidi from 101 Cookbooks details her Food Photography Tips.
• Deb over at Smitten Kitchen writes about her Approach to Food Photos.
• Incredibly thorough Food Photography post by Matt over at Wrightfood blog.
• Jaden from Steamy Kitchen's post on Lowel EGO Lights for Food Photography.
• Ree Drummond from The Pioneer Woman writes 8 Helpful Tips for Taking Food Photos.
• Lara Ferroni, one of my favorite food photographers, writes a great post on using tripods.
• And if you're interested, Penny has a great blog called Appetite. Check it out.