• by David Goetzl  @dgoetzl, December 13, 2010

Kraft is launching an eBook to back its Philadelphia cream cheese, another initiative that would have people paying for digital marketing material. The eBook, with a recipe compilation for options with the famed brand, costs $10 on Amazon and the Apple AppStore.

The cookbook, titled "Spread a Little Joy," plays off a product tagline. It has 70 recipes and was developed by mobile entertainment marketing firm Skyrockit.

The firm said as it develops more branded eBooks -- the Kraft offering is its first -- it plans to attach additional content and social media opportunities to them.

"We are at a fascinating juncture in advertising where brands can now cost effectively create their own media properties and offer them directly to end consumers," stated Jon Vlassopulos, Skyrockit CEO.

Kraft has offered an iFood Assistant app for 99 cents on iTunes with recipes and videos. But a new similar iPad app is free.

Formed in 2001, Skyrockit is a unit of Bellrock Media, and also works with networks such as A&E and NBC. Bellrock is a Japanese branded entertainment firm.