Category Archives: Uncategorized

National Historical Museum of Athens opening their collections for Europeana Food and Drink

After 30 months, the Europeana Food and Drink project is ending, but its impact should last some time longer: Following our new content providers campaign, we are proud to present one of the special new contributor, the Natonal Historical Museum in Athens.

We asked PostScriptum from Greece, partner and work package lead of the project, how this collaboration came about and how the National Historical Museum will contribute to Europeana Food and Drink.

How did you get in contact with the National Historical Museum?

PostScriptum (PS) maintains a long lasting cooperation with the Historical and Ethnological Society of Greece, owner of the  National Historical Museum in Athens and of its department, the Lazaros Koundouriotis Historic Mansion on the island of Hydra. PS implemented the project “National Historical Museum. Virtual Exhibitions and Educational Applications for Modern Greek History” under the NSRF and the Operational Programme Digital Convergence, which lasted from November 2013 to May 2015.  With the implementation of this project, the National Historical Museum was rendered capable of opening its collections to the public through the use of digital media. Collections were digitized, documented and uploaded to the well-known collection management system MuseumPlus, and then re-used for the production of various educational applications (virtual exhibitions, virtual tours, educational apps etc), available through the also upgraded internet site of the museum ( and through the online Google Play Store and Apple App Store. The general aim of the project was to signal and put on track the new “digital openness” policy of the museum.

Following this successful collaboration, PostScriptum got in contact with the National Historical Museum in the context of the New Content Providers Campaign that was running. We thought it’s a cultural organization ready and mature to contribute to a project such as Europeana Food and Drink.  The project was an opportunity for the Museum to expand the horizons of its collections under a different perspective, increase their impact, promote the collections at a European and international level and make them available for re-use by other services.

collage_National HIstorical Museum Athens
Examples from the collections of the National Historical Museum

 Could you tell us more about the museum and their content highlights?

The Historical and Ethnological Society of Greece is a private, non-profit trustee foundation, dealing with modern Greek history. Being the oldest such institution in Greece (founded 1882), it is recognised by the State as of National Interest, and is housed in the Old Parliament Building, a historic landmark of Athens.

The National Historical Museum contains precious collections, such as Flags, Arms and Armour, Portraits and landscape Paintings, Costumes and Personal Possessions of historic persons. It also contains an important ethnographic department, as well as Archives of Historic Documents and Photo-archives of primary importance. Its Permanent display centers around the ideological revival leading to the Greek War of Independence of 1821, the war itself and the efforts all through the 19th and early 20th c. for political development and territorial expansion of the Modern Greek State. Temporary exhibitions deal with numbers of other issues, related to alternative aspects of the same periods (social and cultural issues etc), with other periods of time, up to today, or with commemorative anniversaries of highlight events. The museum also publishes an array of scientific and popularising editions on historical subjects, and organises cultural and scientific events and meetings.

Examples of
Examples from the Collections of the National Historical Museum

What kind of content will the National Historical Museum provide to Europeana?

The National Historical Museum has proposed to provide documented images of objects from its collections and of archival material. The aim is to highlight an aspect of the private life of historic persons, of habits and customs of their time, of political decisions relating to the production and consumption of comestibles, of the arts as applied on utensils of cooking and eating, and of their political implications.

Examples of such objects would be:

  • Decrees and official announcements on the cultivation of specific products
  • Pictures relating to the production of food and drink in traditional rural society
  • Furniture and food and drink utensils owned and used by historic persons
  • Romantic porcelain decorated with Greek subjects, created for the support of the Greek Independence movement.
  • Works of art depicting aspects of daily life relating to food and drink, or even related still life paintings.

Initially, the NHM is able to rapidly provide at least 50 items from this non-exhaustive list, with the understanding that the number may rise according to availability following research in the museum’s documentation system.


We are looking forward to see the these food and drink related images on Europeana, complementing near to 70,000  images which have been already made available through Europeana Food and Drink.

By Vasia Pierrou, PostScriptum and Angelika Leitner, Austrian National Library






Creating a book using digital cultural heritage resources

This document is intended to be a guide to creating a book using digital cultural heritage resources sourced from Europeana or other digital cultural heritage platforms. It is based on the experiences of the Europeana Food and Drink consortium partners, who created a book about the history and heritage of local London pubs, using a collection of pub photographs from the 20th Century that are available through

Before starting out to create a book using digital cultural heritage resources, the most important thing to be aware of is that it will take some time. The creation of the London Local Pubs: Past and Present book, on which these guidelines are based, took a year from its initial concept to the final publication. However, the relationships necessary for this project had been established before and had to be maintained after publication, so the entire process took closer to two years.

Phase 1 – Developing the concept

To develop the fundamental concept of the book, there are three things that need to be considered, namely audience, collection and theme. These segments are equally important and need to connect to each other in a logical way, therefore they need to be developed at the same time. This triad forms the backbone of your book and should be referred to throughout your development process.

Collection: Identify an interesting collection (in our case, through Europeana), making sure that you can use it commercially and that you have access to high quality material. You can also use one of your own collections.

Theme: In parallel, think of a good theme or idea for your book that can be illustrated using the material you can find in your chosen collection. Think about why it would be interesting and how it is different from previously published books.

Audience: Think about the audience for this publication. Who are you trying to reach? Who would be interested in this book? It is important to identify a specific type of audience, rather than the ‘general public’, as this will inform much of your marketing strategy. If necessary, create an ‘audience profile’ that will help you to visualise what type of people you are reaching out to. Research networks of people in your locality that are connected to your audience and make notes about how to contact them and what their interests are — this will help you
a lot later on in the process.


Phase 2 – Finding a publisher

Once the above three factors are firmly in place, the next steps are related to finding a publisher that would be interested in publishing your book.

Step 1: A comparative review of other books
What other books have been published in the last few years that are related to the theme you have chosen? Who has published them? What is the audience for these books? How much are they being sold for? What is their ranking on websites like What is the design of these books? What is their tone of voice?

Step 2: Shortlist publishers
If you are going with traditional publishing, make a list of publishers that are likely to publish your book and that you want to pitch to. Keep an eye on the type and calibre of books that they usually publish and see if your book idea fits in with that. Make notes of how you can approach these publishers with a pitch, e.g. a certain email address or phone number.

Step 3: Pitch to publishers
Pitch to the shortlisted publishers using a short and well-designed pitch deck that explains the basic idea of the book, showcases the content you want to use, gives a rough idea of your timeline and explains what effort you will put into marketing the book.

If you have access to a designer, you can perhaps mock up some pages of the book as you have them in mind.

Expect about a 1 in 10 chance of a publisher being interested in publishing your book, so make sure to approach as many relevant publishers as possible.

Step 4: Discuss with publisher
Once your pitch has been accepted by a publisher, discuss the below points with them before signing a contract with them.

  • Contribution. It might be that the publisher asks for a monetary contribution towards the cost of publishing. Consider whether this fits into your operations and whether you think this request is reasonable compared to what services the publisher is providing.
  • A workable delivery schedule. If you are writing and sourcing content yourself, make sure to leave yourself enough time to do this. If you are outsourcing this work, provide clear briefs to the people you are working with and set up regular check-in times.
  • Royalties. What is the publisher offering in terms of royalties? Can you accept these royalties or would it interfere with any grant funding? Decide how the royalties will be distributed.
  • Frequency of reporting. Agree with the publisher on the frequency of reports on the sales of your book, perhaps based on what you need from any funders. Quarterly reports are common.
  • Author copies. As author of the book (or at least the organisation signing the contract with the publisher) you are entitled to a number of author copies. How many you can expect depends on the print run. Author copies are useful for giving away to reviewers and to those that have helped you create the book.
  • Sales channels. Which sales channels does the publisher have and where can you expect to see the book being sold once it has been published?
  • Marketing. What is the publisher’s common practice when it comes to marketing? Will they use their networks to promote your book?

Paxton, Gipsy Hill
Paxton, Gipsy Hill

Phase 3 – Sourcing content and creating partnerships

Once you have finalised the contract with the publisher, you can start sourcing content in earnest, as well as reaching out to the networks that you have identified in the first phase and get them involved.

  • Make sure to clearly attribute any content you use in the book to Europeana or any other source it stems from. Double check to make sure you are allowed to use all content for commercial purposes. The publisher will expect you to have cleared the rights of all material that you deliver to them.
  • Reach out in earnest to individuals and networks who would be interested in your book. A soon-to-be-published book is a great trigger for engagement. Ask questions about the subject, ask them if they have material related to it that could be used in the book. Gauge if there is interest in doing some crowdsourcing events. They are a great way of getting people invested in buying the book once it has been published.
  • When doing crowdsourcing events to collect some stories, memories and material from your audience (there is a helpful guide to doing crowdsourcing events in pubs here, which can serve as inspiration), make sure all your participants sign release forms so you can use their material in your publication. Keep a record of their contact details so you can invite them to later events.
  • Ask some members of your intended audience to review your draft publication and give you feedback.


Phase 4 – Marketing and book launch

Once you have submitted your final manuscript to the publisher and while the book is getting printed, which can take a few months, start thinking about the marketing you want to do around the book. There are a few suggestions below:

  • Landing page. Set up a landing page to function as the main source of information about your book. Make sure to get a snappy short link and use a website building tool to make it look professional. Set up website analytics so you can collect visits, views and click-throughs. Provide information about the book’s launch date, where it can be bought, what the story behind it was (this is also a good space to mention any funders), where people can explore Europeana collections in more detail, hyperlinks to your own website etc.
  • Press release. Write a press release for your book so you have it ready to send out when the book is published. Focus on the story and theme behind the book, rather than the fact that ‘a book has just been published’. It should be interesting and easy to read.
  • Networks. Utilise your networks to the fullest. Ask your contacts whether they know anyone in television, radio or newspaper journalism that they can introduce you to. Again, focus on the story behind the book rather than the book itself here.
  • Social media. Send out teasers on social media, with sneak peeks of the book when it is due to be launched. Perhaps organise a contest for your online audience, which offers a chance of winning the book. Keep using your social media channels to promote the book once it has been launched. As for the landing page, ensure that you have appropriate ways of measuring the engagement you get your social media channels.
  • Involve friends, online users, colleagues, etc. to spread the word about the book online and offline. Direct marketing and word of mouth communication are often key elements to push sales and promoting a book effectively.

You can now also start planning your book launch. Check with the publisher what their common practice is.

  • Invite all contributors to the book to your launch. Also invite prominent figures from the networks that you identified earlier.
  • Try to host the event in a venue that has some connection to your book, either through the theme or through the audience.
  • Ask a prominent person from the audience to give a speech.
  • Provide some complimentary food and drink for your audience.
  • Have copies of your book on hand to sell or to give away.
  • Organise a photographer for the night and use your social media channels to share the launch with a wider audience afterwards.


Hopefully these guidelines will have given you some insight into how to develop effectively and market a book based on digital cultural heritage resources. For more information about the Europeana Food and Drink project and the London Local Pubs: Past and Present book on which these guidelines are based, visit and

Download these guidelines as pdf

By Lise Schauer, Historypin










Final All Partners Meeting in Budapest

Europeana Food and Drink Plenary Meeting
Budapest, 6th-7th June, 2016

For the fourth and final Plenary Meeting, all partners of Europeana Food and Drink gathered in the heart of Europe, in Budapest.  The Hungarian Museum of Trade and Tourism (MKVM), culture sector partner within the project and also the only dedicated museum of travel and tourism in the world, welcomed participants with warm Hungarian hospitality and of course, culinary heritage and culture.

In the morning of 6th of June, representatives of the Project Management Board assembled to discuss final steps within the project and set the main focus for the two days: As the project officially terminates end of June 2016, a recap, lessons learned and ideas to maximise the legacy of the project, but also organisational matters were part of the agenda.

Europeana Food and Drink All Partners Meeting in Budapest - Image Courtesy of Europeana Food and Drink
Europeana Food and Drink All Partners Meeting in Budapest

More than 45 representatives of all partner institutions discussed key achievements, experiences but also any open tasks for the finalization and reporting of the project. It was  emphasized how personal relationships and advocacy as well as the community are important factors for bringing forward a project such as Europeana Food and Drink.

As a special guest, we were happy to welcome external collaborators from Greece: Maria Triantafyllou, Director of the National Interprofessional Organisation of Vine and Wine (EDOAO)  and Filippos Mazarakis-Ainian from the National Historical Museum of Greece shared their experiences working together with  Europeana Food and Drink.

collage_All Partners Meeting Budapest

Surrounding these two days of meeting, partners learned about the Hungarian food culture, both in theory and practice: The food and drink related exhibitions of MKVM and a great local dinner, topped by an evening boat trip on the Danube set the tone for a fruitful and positive meeting.

Thanks a lot to The Hungarian Museum of Trade and Tourism and Collections Trust, coordinator of the project, for hosting and organizing the final All Partners Meeting in Budapest.

By Angelika Leitner, Austrian National Library



“Certamen Ovidianum Sulmonense” Contest: Translating Ovid’s work

Mid of April 2016, students from eight European countries and USA saw a very special challenge: Translating a passage of the famous epic poem “Metamorphoses”, with the theme of food and nutrition.

Parcite, mortales, dapibus temerare nefandis
corpora! sunt fruges, sunt deducentia ramos
pondere poma suo tumidaeque in vitibus uvae,
sunt herbae dulces, sunt quae mitescere flamma
mollirique queant; nec vobis lacteus umor
eripitur, nec mella thymi redolentia florem


“No, mortals,” he would say, “Do not permit
pollution of your bodies with such food,
for there are grain and good fruits which bear down
the branches by their weight, and ripened grapes
upon the vines, and herbs—those sweet by nature
and those which will grow tender and mellow with
a fire, and flowing milk is not denied,
nor honey, redolent of blossoming thyme.

P. Ovidius Naso, Metamorphoses, Book 15, line 75-80

Within the framework of the “Certamen Ovidianum Sulmonense”, the international annual contest for the best translation of Ovid’s literary works, ICCU organised an event dedicated to Europeana Food and Drink.  The Central Institute for the Union Catalogue of Italian Libraries and for Bibliographic Information in Italy is one of the Culture Sector Partners within the project.

On Friday 15th April, 70 students arrived in Sulmona, Italy. They were challenged in the translation of a passage of the famous poem “Metamorphoses” by P. Ovidius Naso.

QR Code used during the city quest “Ovidie Quo Vadis” and The basket received as prize from each participant to the city quest
QR Code used during the city quest “Ovidie Quo Vadis” , Poster and the Europeana Food and Drink prize bag

Art, History and Food Heritage through Sulmona

The day after, Saturday 16th April, the students participated in the initiative “Ovidie Quo Vadis” organised by ICCU in cooperation with the Archeoclub of Sulmona. The aim of this initiative was to make known the rich artistic and historical heritage of Sulmona together with the local food and drink products of Valle Peligna. The participants used the app “CityQuest” developed by PACKED Expertisecentrum Digitaal Erfgoed Vzw within ATHENA plus European project. This fun activity allowed the participants to explore the attractions of this area in few time together with the local food. The local secondary school “Liceo Classico Ovidio”, the Archeoclub of Sulmona, and the Rotary club of Sulmona will maintain and distribute “Ovidie Quo Vadis” to the tourists in the next city events.

Each participant of the initiative received a bag containing postcards and bookmarks of the Europeana Food and Drink project and  local food specialties(pasta, sweets, creams, garlic, honey) and also olive oil soap provided by the local consortium of producers and dealers “Italia Autentica”. This end demonstrates how it is possible to join history, literature, art and wine and food heritage.

Stay tuned for the winning translation, which will be posted on our blog soon!

By Elisa Sciotti, ICCU







If Europeana Sounds be the food of love…

Now that Europeana Sounds, Europeana Food and Drink’s sister project dedicated to sounds,  has aggregated over 300,000 sounds and nearly 200,000 audio-related objects, many different topics are covered – not just music but politics, culture, languages and wildlife. If you have a search for different types of food on Europeana Sounds, you certainly won’t be disappointed by the diverse material which comes up. Europeana Food and Drink is proud to share this guest post by our partner Europeana Sounds with you – because food can certainly be enjoyed in many different ways!

If Europeana Sounds be the food of love…

By Tom Miles, The British Library, Europeana Sounds. With images via Europeana Food and Drink

To celebrate the Easter period, we posted a blog about eggs in general and, in particular, Easter eggs. This blog post will be casting the net a little wider and will take a look at other foodstuffs. Let’s start by looking forward to “The old Sunday dinner”, a song from the Irish Traditional Music Archive.

At the Dinner Table by James Elliot. Hand-coloured stereograph, 1860s. Victoria and Albert Museum
At the Dinner Table by James Elliot. Hand-coloured stereograph, 1860s. Victoria and Albert Museum

And here’s an interview concerning coffee and croissants in Naples. You can find out more about making white puddings and haggis here. And the Howard University Choir treat us to a rendition of “Let us break bread together”.

For a taste of the more upmarket, the chef Michel Bourdin talks about turbot, quail eggs, crab bisque and more when he worked at the Connaught Hotel. And the Dungeness fisherman Mark Richardson talks about terms used for fish and shellfish across the fishing industry in the United Kingdom. Some names are the same throughout, but some change from region to region.

"Maria mit dem Jesukinde, den Missionaren das Brot reichend", Austrian National Library. "The Fish Seller", Nottingham City Museums and Galleries
“Maria mit dem Jesukinde, den Missionaren das Brot reichend”, Austrian National Library.The Fish Seller”, Nottingham City Museums and Galleries

Lasagne, pasta, ravioli and brioche all get a mention, in this interview with a villager from Tende.

 Fàbrica de Pastas la Ideal, fotos de la publicitat pel programa de Festa Major, Generalitat de Catalunya. Arxiu Comarcal de l'Anoia
Fàbrica de Pastas la Ideal, fotos de la publicitat pel programa de Festa Major,
Generalitat de Catalunya. Arxiu Comarcal de l’Anoia

But, why take our word for it? Find out more for yourself! Just to get you started, we have nearly 200 references to breakfast… 60 references to supper… 440 references to dinner…  265 references to coffee…  and, finally, 677 references to tea… including everyone’s favourite food-based melody, “Tea for Two” – from Bing Crosby, Lester Young, Fats Waller and others.

If you find any more interesting food-related sounds, please do let us know!

All these recordings are shared through Europeana Sounds, ground-breaking project supported by the European Commission.  Launched beginning of 2014, Europeana Sounds aims at offering a much needed gateway to Europe’s sound and music heritage, ranging from music and radio programmes to spoken word, environment, and sound effects recordings.






Tell us what you see: annotating the Royal Museum for Central Africa’s collections on Historypin

The Royal Museum for Central Africa (RMCA) visited Historypin in London beginning of May to learn more about crowdsourcing and to discuss ways of engaging people with their priceless collection of food and drink related photographs taken in colonial Africa. This workshop was organised as part of the community engagement work in the Europeana Food and Drink project.

The RMCA is a respected cultural institution from Belgium, collecting material relating to Central Africa and providing a platform for current debate about Africa. Historypin is a website where communities and organisations can contribute their local and regional history.

Dieter and Joke at the Historypin headquarters, London. The market in Lusambo, from the Royal Museum of Central Africa’s collection
Dieter and Joke at the Historypin headquarters, London. The market in Lusambo, from the Royal Museum of Central Africa’s collection
Tell us what you see

Dieter and Joke from the RMCA met up with Lise from Historypin to talk about how they could showcase their great photographic collection to their audiences, as well as how they could use Historypin’s crowdsourcing tools to generate engagement and annotations.

As a result of the workshop, the RMCA will upload around 350 of their photographs from the Europeana Food and Drink content base to and ask their audiences to comment on the photo and describe the people, scenes and activities in it. These comments can then be pulled back to Europeana, as well as to RMCA’s own content management system, through Historypin’s API.  

An example of the comment section on, where users can contribute their descriptions of the photographs
Users can contribute their descriptions of the photos on

As Dieter said: “I would recommend uploading your collections to Historypin to everyone. It is a very easy way to get your collections out there where they can be seen. Being able to get your content enriched by your audiences on a nice looking platform is great, especially if you can then pull back these enrichments to your own database.”

The RMCA and Historypin will launch their crowdsourcing campaign in June 2016.

By Lise Schauer, Historypin


“A public house is a public home, so be a part of it.” An interview with ebook author Adrian Tierney-Jones

As the final instalment of our blog series about the London Local Pubs: Past and Present ebook, we interview Adrian Tierney-Jones, well-known British pub and beer writer and the author of the book and ebook. We picked his brain about pubs and why he likes writing about them, and asked him about his research for this particular book, which ended up differing a little from his usual process.

What did you like best about working on this book?

I loved finding out about pubs that I’ve never heard of. It gave me a sudden interest to seek them out. For example, I’d be keen to visit the Railway Tavern in the East End, the one with the early morning opening hours for the railway workers.

As I’ve written many books about pubs in London, I think I know them all. I also used to live in London and know many pubs personally. However, this book has opened up a whole new layer of them for me to engage with. It is always great to discover and rediscover pubs.

Railway Tavern, Stratford
Railway Tavern, Stratford 

What did you think about the story-gathering process and did it help with your research?

The story-gathering process was really great. Historypin’s Community Officers would go and set up a community archiving session in one of the pubs, where they invited landlords, regulars and locals to come and share their memories and experiences of the pub. In some pubs, they even collected photographs and drawings. They would then send me the audio files and their transcriptions, as well as the materials they had collected.

For me, this was very helpful. It takes a lot of time to do research and sometimes professional writers just don’t have the luxury to do this in-depth work. Having a team that goes out and talks to the people in the pubs is very useful.

Pub Session
Pub Session

What advice would you give people who also want to write books about pubs?

Listen to people. Pubs aren’t just the buildings they occupy or the beer they serve, but they are made up of people, past and present. When you write about a pub, you need to evoke the atmosphere of the pub and make the reader feel that they are part of this mini-universe by engaging all their senses. But not just the reader needs to feel a connection to the pub, you do too. A public house is a public home, so be a part of it.


London Local Pubs: Past and Present is an ebook developed as part of the Europeana Food and Drink project, taking the reader on a journey through the history of London’s pubs, told through never-before-seen archival photographs and the stories and memories from their landlords and regulars. You can find more information about it and buy a copy of it at

By Lise Schauer, Historypin

Cake, Heritage and Mother’s Day

This April 24th saw the yearly Heritage Day in Flanders, Belgium with the 2016 overall theme ‘Rituals’. Pretty ideal to connect this with the Cake exhibition! Cake goes along with a lot of rituals: think of blowing birthday candles, newlyweds cutting wedding cake together, and many others.

The Europeana Food and Drink touring exhibition Cake? Cake! , organized by the project partners Centre for Agrarian History and Royal Museums of Art and History is residing in Leuven, Belgium in Woonzorgcentrum Edouard Remy, a home for elderly people since April 22th.

The director of the Woonzorgcentrum was more than willing to co-operate and host a Heritage Day for his residents and all visitors.

“We wanted to work intergenerational, so we aimed at getting as many families with children to the home. A children’s play about cake  was organized and we developed an educational package to go with the cake exhibition. And we hired a photobooth. Big and small could dress up and pretend to eat a piece of cake. Everybody loved it. Wheelchairs aside, and getting up for five minutes to have that picture taken with son or daughter, grandchild or even greatgrandchild. And in the background: the campaign image of the Cake exhibition, the little baker”, Greet Draye from Centre for Agrarian History describes the atmosphere of the day.

Heritage Day Leuven, 24th April 2016

Afterwards there was time for a real piece of cake. Speaking of which:  Mother’s Day is approaching. No better occasion to treat your mum with cake than that!

Cake for Mother’s Day

In Belgium the tradition of eating cake at Mother’s Day occurred for the first time in the fifties. And since mum was the one who used to bake cakes those days, a mother’s day cake was always to be bought at the baker’s. Mother’s day was – and still is – the high day for mothers and bakers.

Mother's Day Cakes, Bakkerijmuseum Veurne
Mother’s Day Cakes from Bakkerij Baelde, around 1950-1960, Bakkerijmuseum Veurne

By Greet Draye, Centre for Agrarian History and Angelika Leitner, Austrian National Library

London Local Pubs: Exploring the National Brewery Heritage Trust collection

At the heart of the book and ebook  London Local Pubs: Past and Present by Adrian Tierney-Jones is the National Brewery Heritage Trust (NBHT) image collection of public houses. 3000 images were rescued from a skip as the company moved offices and have recently been digitised by Heritage Assets for creative re-use in the Europeana Food and Drink project.

Trafalgar,39 St. Martins Lane, London, W6, Hoare & Co. and Farriers, 214 Lower Road, Deptford, SE8 5DJ, Charringtons
Trafalgar,39 St. Martins Lane, London, W6, Hoare & Co. and Farriers, 214 Lower Road, Deptford, SE8 5DJ, Charringtons

Now made available for the first time on Europeana, the NBHT image collection is available to license via the Europeana Food & Drink picture library.

The majority of the collection was originally used as a pictorial reference of the buildings owned by Hoare and Co. and the Charrington Brewery and on the back carried the exact address of the pub and often recorded the names of the landlords and their business activity. From the early 20th century up to the late 1960’s the images are a unique pictorial record which are of interest to professional image researchers, academics, and the many individuals who have ties to the pillar of the community that is better known as our ‘local pub’.

Hare & Hounds, North End Way, Hampstead Heath, NW3 7HE, 1940, 1941, Hoare & Co
Hare & Hounds, North End Way, Hampstead Heath, NW3 7HE, 1940, 1941, Hoare & Co
Locomotive, 106 West Street, Deal, CT14 6EB, 1952, Charringtons and Red Lion, 18 Watling Street, Cannon Street, EC4, Charringtons
Locomotive, 106 West Street, Deal, CT14 6EB, 1952, Charringtons and Red Lion, 18 Watling Street, Cannon Street, EC4, Charringtons

By John Balean, Topfoto

This is part 4 of our blogpost series on the London Local Pubs: Past and Present ebook, exploring the pub photo collection the book is based on. Read more on the idea behind the ebook edition, a view of ‘traditional’ publishing on reuse of digital cultural heritage, and 7 tips for self-publishing & promotion, or join a Pub Crawl for all your senses with our sister project Europeana Sounds.

The London Local Pubs: Past and Present ebook is available for purchase  here.


The London Local Pubs: Past and Present ebook has been published by Halsgrove Publishing as part of the Europeana Food and Drink project, with assistance from the National Brewery Heritage Trust, Historypin, Federation of European Publishers, Fratelli Alinari, Topfoto and Keepthinking.

How to get the best out of your ebook: 7 Tips for Self-publishing & Promotion

After learning and gaining experiences through the creation of the two Europeana Food and Drink book products, London Local Pubs: Past and Present and the eCookbook Tasting Historical Europe – Exploring the culinary threads between Austria and Lithuania, we asked our cluster partners to share these lessons with us. This blogpost is part three of our series on the development of the London Local Pubs: Past and Present ebook.

Promoting books and ebooks can be tricky, as many different solutions are available in  the market today. Because of information flood, it is important to be sure that your message is delivered to the proper key person, professionally and in a convincing way.

Photographs by Cath Harries.
London Local Pubs Launch Event at Magpie & Stump (Photographs by Cath Harries)

Here is a summary selection of some hints to consider when a self publisher wants to promote his/her own book and ebook. These hints are derived from the research done by Andrea de Polo from Fratelli Alinari as part of the publication of the London Local Pubs book and ebook.

1. If possible, provide a Kindle version of the book. Amazon is one of the main platforms for the sale of ebooks and they predominantly sell Kindle-compatible ebooks.

2. Use professional DTP (desktop publishing) software and if needed, find a dedicated and proficient writer for the book and ebook.

3. Make sure you design the website similar to the book, with an option and/or link to purchase and download.

4. Organize a local kickoff event to launch the publication: be sure to invite local key people, contributors, journalists or blogger. For London Local Pubs: Past and Present, the launch was celebrated at The Magpie & Stump in central London, one of the pubs featured in the book, bringing together over 100 people from across the pub, beer and brewing world, including many of the licensees and regulars who contributed their stories and memories to the book.

5. In launch period, create an online buzz on your main social media platforms. Try to engage your audience in different ways, such as inviting people to participate in an online“Tweet-up” event with a dedicated hashtag (See #52Pubs) or have giveaways such as a sample chapter.

6. Use your social networks the right way: Avoid spam and mass mails, instead create targeted and personalized emails to influencers in your field. Write blogs and news for writers and authors with meaningful objectives related to the topic and worthwhile for your target audience to subscribe to. This can be teaser posts using information from the book, which might want the reader to get the full book

7. Use radio and traditional media too to communicate about the launch of the product. Be sure to do so before the product enters the market, so you can generate anticipation for it.

What are your number one methods for promoting your ebook?  We learned that most important, these promotion tactics need to be tailored to your product and to what works best for the topic and target audience of your ebook.


Check out London Local Pubs: Past and Present, available for purchase here or download our free eCookbook on the historic connection of Austrian and Lithuanian cuisine.


By Andrea de Polo, Fratelli Alinari and Angelika Leitner, Austrian National Library

The books have been made possible by the Europeana Food and Drink project, funded by the European Union. The London Local Pubs: Past and Present ebook has been published by Halsgrove Publishing with assistance from the National Brewery Heritage Trust, Historypin, Federation of European Publishers, Fratelli Alinari, Topfoto and Keepthinking. The eCookbook Tasting Historical Europe – Exploring the culinary threads between Austria and Lithuania  was developed by project partners Vilnius University – Faculty of Communication and Austrian National Library.